Um..."yeah", semantics can often mean that the actual quality of the product is not necessarily the same as what is "implied" or suggested. Deceptive advertising is often not about outright lies, and semantics, being an important element in advertising in general, is often involved, which is why it can be so thorny. Personally, what Tito's claims about their vodka production process wouldn't, and doesn't, matter to me and I wouldn't be upset. I'm trying to explain from her point of view, and others like her, what Tito's advertising selling points were communicating to them about the importance of their particular process and the product they're purchasing, as well as the accuracy, and how it may have influenced their purchasing habits. Have you read what's on Tito's site? This is on the about page:

TITO'S STORY

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Tito’s Handmade Vodka is produced in Austin at Texas’ first and oldest legal distillery. It’s made in small batches in an old fashioned pot still by Tito Beveridge (actual name), a 50-something geologist, and distilled six times. Tito’s Handmade Vodka is designed to be savored by spirit connoisseurs and everyday drinkers alike. It is microdistilled in an old-fashioned pot still, just like fine single malt scotches and high-end French cognacs. This time-honored method of distillation requires more skill and effort than modern column stills, but it’s well worth it.

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HANDCRAFTED TO BE SAVORED RESPONSIBLY

Do you see how there could very reasonably be some misperception in some people's mind about how Tito's produces their vodka, how it distinguishes their product from tht of other manufacturers, and how their particular process adds value and is crucial to the quality of the product they're purchasing, maybe even worth paying a higher price?

It will be up to the court to decide what Tito's is implying by stressing what it does as to how crucial it is to their vodka and whether or not it is deceptive, and, semantics aside, even truthful.