Reading the blurb it sounds like they are describing "kiln drying", it's been around for years, it mearly dreduces the seasoning time of fresh cut timber.
It is usually thought to be inferior to natural or "air dried" timber. I'd be intrigued to know if the brown colour shown is the result of their process, kiln drying dosen't (as far as I know) affect the colour. It's interesting to note that their blurb dosen't say that the process gives that nice golden brown colour, I suspect that it's an applied finish.
Look nice, probably does the job, IMO it's way of making a routine cost saving opperation into a bonus for the customer.