Fortunately most people know not to take it too seriously or don't care either way. People typically only buy a phone when their last one dies so the sales pitch is usually between two very similar models in a store/website, with a possible up-sale for 5G (until 5G is standard). A small price bump because someone believed the sales guy's technobabble is not that big of a deal really, which is probably why there's no lawsuits unlike drug mislabeling.

Which is different than people buying a whole new phone just because they heard about 5G, which is a small minority of early-adopters who are always getting burned by tech churn.

Half or more product differentiations they think up for cell phones is mostly useless or quickly adopted everywhere. 95-99% of the UX will be the same thanks to the Android or iOS and highly competitive hardware specs.