Initial launches of Rosetta apps takes longer because Rosetta is finishing up the recompiling of the code. Once that has completed, subsequent launches of those apps are much faster. That is something that has been open knowledge since WWDC. There is no "marketing trick", and not "all early video reviews" were conducted improperly, because if they only tracked initial load times instead of normal (post installation and conversion) load times, everything would be skewed for non-native apps. Additionally, that performance penalty only applies to the initial launch of Intel apps, not native apps.