Yes, specific small temperature ranges are needed for the cracks to happen. That doesn't mean you can't vary the time you take to get to those temperatures. All roasters on H-B go through the trial and error of varying the time you take to get to first crack OR how long you keep the beans in the 'drying phase', etc. So, it's not exactly marketing mumbo-jumbo. I'm sure a "home" roaster can give a more detailed response, but this isn't stupid - necessarily... Nespresso is... IMHO
Different roasting methods have different roast lengths due to the amount of time, relative to bean weight, the method needs to get to specific temperatures. The Behmor comes to mind here.
I know I've pulled a great shot when the flavour is 'like a beany taste that tastes like a bean'.