Haha. They would say that wouldn't they?
What they don't say, is that it's the glass thickness that makes the difference. (Which is why I mentioned 6mm plate above.
In small windows, they may use 3mm glass for triple G.
The larger the window,, generally, the thicker the glass needed.
Good glazing uses 4mm normally. For a huge window, I once had DG units made of 10mm glass.
What they're not doing is comparing like with like.
Sound waves work by compressing the air. Thin glass will vibrate more than thick.
So, given the same thickness of glass (4mm) three panes are always going to be better than two.
Then there's the 'cavity spacer' (distance between the panes of glass).
That affects things as well.
Chris's article has a good load of sense in it, but It's still just 'marketing.'