It's like the American sandwich shop Subway.
They advertise a "foot long" sandwich that's supposed to be 12 inches, but they were sued because the sandwiches often fell short.
Once again the one doing the advertising lies about what the customer can expect to get & the customer gets the shaft.
If you're calling your 7 incher an 11 incher & expecting nobody to point that shortcoming out, then you're delusional & not likely to get ahead in the world.
(Have I punned enough yet or should I whip out another one?)