If they say, found a way to make it xx% more efficient because they xyz and dynamically abc with some small arm processor then fair enough.

Huh, the graph here is interesting: https://appliance-standards.org/blog/how-your-refrigerator-h...

Shows you how creating and enforcing standards is the driver for stuff like this. I wonder how we could make them even more efficient, some way to stop the transfer of warm air when the door is opened? Wonder if it's possible to create some sort of air curtain at the front when it's opened to prevent warm air coming in, ie use driven air velocity to overcome the cold air wants to come out, hot air wants to come in. Hmmm.