It's not just advertising, Dean. It's also referred to as shot balling. Extremely hot gases get past the "sealing wad" and melt the shot into a cluster of shot that sometimes (I think rarely) exits the barrel that way. I once was shooting doves with a .410 S X S and killed a crosser at about 20-25 yards. I immediately saw something near the dove fall to the ground. I walked out to retrieve the dove and it's head was laying several feet away from the body, cleanly decapitated and intact. There was not another wound from a pellet on the entire dove's body.
No other explanation except shot balling. I researched it somewhat, after it happened, and found that it seems to occur in 3" .410 shells more than other gauges, but that is only anecdotal.
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