Apeiron claims NVMe fabric speed without NVMe over fabrics - but how?

The secret's in the special HBA hardware sauce

Backgrounder Apeiron Data Systems' external ADS1000 array uses NVMe media to deliver block storage access using NVMe over Ethernet (NOE) but not NVMe over fabric technology, (NVMeF) which can use Ethernet. How does this subtle distinction work and what is the difference between NOE and NVMeF?"