I would not doubt that it is just a new marketing strategy. Most of the Rem and Fed will say high velocity. The Winchester website lists 1220 fps from a 6" barrel for the XPert. The 1280 could be the velocity from a rifle barrel.

A velocity of 1280 is not a blazing speed for a 22LR. There are 22LR's with a higher velocity than the XPert. However, the XPert bullet has a very aggresive HP; and the bullet is soft lead - in a word it performs very well on varmints.