They may have read this article written by Near arguing that FPGA-based products are still (hardware-based) emulation: https://archive.is/fWosI
It's a well-written article, and presents a balanced view. Its stance is against the idea that FPGA-based emulation is always better than CPU-based emulation.
There's no circuit-level reproduction happening anywhere yet, it's basically emulation with a hardware clock. Analogue and kevtris know that FPGA isn't magic. Rather than contribute to the knowledge pool, like the MiSTer project, they're being bad actors and trying to muddle the situation to make money off of it. Near was trying to clarify the situation, but now we see where good intentions gets you.
It's a well-written article, and presents a balanced view. Its stance is against the idea that FPGA-based emulation is always better than CPU-based emulation.