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I suppose the argument is that the internal friction/stiction/resistance (not very knowledgeable about suspension, may be using the wrong words) is enough damping with the short travel to make a separate dedicated damper circuit worth the effort, cost, and weight. After all, Lauf just has their undamped leaf springs, which probably have even less. I've ridden neither (nor any modern telescoping suspension, to be clear), but it makes a certain amount of sense. Likewise, maybe the rigidity issues of the independent lower units is mitigated by the shorter travel? I'd want to test ride before I spent the money, at least.
Re: the "first" marketing words. If memory serves, didn't Lauf start with a 60mm travel version for marathon/XC? If they're really splitting hairs and saying that they're the first to develop a modern fork specifically for gravel at the 30/40mm range, they might not be wrong per se, but that's not the figurative hill I'd choose to die on.
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