Yeah, it's an obscure marketing trick. What counts in marketing is the time it takes for pixels to switch color. For a while, the "overdrive" technology has been around where, to achieve faster switches, they apply more voltage to the display than would be required to switch to the new color to give the crystals an extra "kick" so they get moving. Apparently, to get even shorter switch times, some manufacturers now delay the displayed image one or two frames so they can shape the voltage signal in an optimal way. Of course, you'll get one or two frames of extra delay, which isn't bad for video playback, but very bad for games. Buying a new monitor has gotten more complicated again
The display brightness has also a surprising effect on the felt latency; our eyes process brigher signals faster, so a dim display will add "eye lag". I experienced this firsthand just yesterday when I dug out my old CRT monitor and hooked it up, hoping for better game experiences. Unfortunately, it has gotten rather dim over the years, not to mention other defects and quirks of 12+ years old monitors.