They aren't really competition when it comes to quality or understanding in the field. They certainly have a bigger market share than I do. I suspect that there has been some borrowed text on their webpage. The owners never knew as much about trimming and tree work as their former climber, and he works for me now (part-time working, mostly drunk & absent).
I've heard enough stories to know that they would understand "ventilation" of a tree a whole lot more than they would "crown cleaning". I also noticed that they did not offer "crown restoration" as a service, either. I suspect they would need to have it explained.
"up-lifting": another term my salesman is fond of, but that is a rather common usage in this area. That is an acceptable term to me, as it is almost spiritual in it's approach to good tree care. "No Maam! We aren't just raising your tree, when we get done, that tree will be completely up-lifted!"