Even playing games with an NVMe SSD and a powerful CPU on PC does not get rid of load times. So, he is full of shit. Assets and data need to be loaded and processed. That shit takes time and will not be eliminated completely.
A lot of casual gamers don't really see the reality, and people can't always be that informed. Think back to when you were a more casual gamer. With less knowledge about these technical details.
So if sony keeps throwing around buzz words like:
- no load times
Those things just get stuck in people's head and they create hype, eventhough they will all turn out to be lies (and have turned out to be lies so many times in the past) Sony sells consoles this way.
That is how business is done.
It is all about taking advantage of the weak minded...