The hype lies in promoting themselves as having something new and unique. I think we're all aware that chlorinated swimming pool/spa water has disinfectant properties, that's the whole point of chlorination.
The company applied for and received EPA approval for standard labeling. This "We're EPA approved!" is part of the tout.
It may be only a coincidence that their neighbor in the junk yard they are located in is a pool and spa service company?