This new marketing is definitely inconsistent with why they came out with the NXT-Tour S. The "S" version of the NXT-Tour was supposed to be for players who preferred or needed a softer compression. It is very interesting how they are claiming something to the contrary now, but I have a guess as to their angle.
Per SAGolfLuvr's comment on getting better results, it's likely does not have anything to do with compression (but it still could). It's likely due to the spin. If Golfer #1 has a driver swing speed of 105mph and has a slight fade or draw on the ball, he's probably looking at roughly 260 yard carry. Take Golfer #2, with a driver swing speed of 105mph but has a major slice going on, there's no way he's going to carry the ball 260 (no matter where he aims) as the ball would have to travel much further to reach the same landing point. So it makes perfect sense why people would get better results based on the spin (or dimple design) of the ball... (e.g. NXT-Tour flying straighter and farther then the Pro-V1).
However, compression can still matter for some people. Anyone remember kickball from elementary school (or actually adult leagues now)? Ever kick a kickball without enough air in it? It actually goes a little farther if you apply a little less force to it. Ever kick a kickball with too much air in it? It doesn't go very far unless you're able to apply enough force to it. In order for a ball (golf, kickball, soccer, football, tennis ball) to move, it needs a force applied to it. There is an optimum force depending on compression of the ball. If you have a swing speed of 95mph, you may not really notice too much difference, other than the feel. But take someone who has a swing speed of 70mph, and I would bet a bit of money they will hit a lower compression ball farther than a tour ball (all other things constant).
So maybe what Titleist is getting at is if you're in the category that you don't notice a huge difference in the distance and spin is not an issue, then yes, you're probably better off with a scoring ball to save strokes around the green. But, there is a reason they make balls for people with lower swing speeds and it is because compression can matter. It's similar to a child's tennis racquet not being strung as tight and using lower compression balls... because they can't apply the necessary force to the ball.
I imagine I could be totally wrong on all of this, but it certainly makes logical sense when I reminisce about what I learned in physics way back in high school.
It would be interesting to see the actual results of their test to know which group they are basing their new marketing on.
That all makes alot of sense to me. maybe titleist is saying compression doesn't REALLY matter.
I personally dont worry about the 5 yards or whatever I lose with any ball. I want the ball that performs best around the green.