They mean it as the full length, or purposely ambigious to allow a consumer to insunuate it, lol - whichever it may be.
Just ignore those estimates once its growing. you observe and react. whether you predict an accurate length or not is irrelevant. if it's about planning, never assume it'll finish in 9-10 weeks as that's only going to happen with a very small, low-yielding plant. Also, for marketing purposes, even if it is accurate, it was the fastest plant they had and might be 1 out of 100 chance you get that... or 20% or whatever.
2-3 weeks of vege and 7-12 weeks of flower... it's really no different than a photoperiod as far as how long it takes to flower. You don't 'see' it enter flower unless your eyes are microscopes. flowower initiates ~7 days before you see developed preflowers at nodes.