We Exceed Standards

I've seen these full page ads the last few days in the Globe and Mail. I can't even remember for which company they were pitching; I think it was a petroleum concern. In the ad they claim to not just meet standards but to go further and exceed them. Isn't it always the case that when you meet a standard you exceed it. If you're given a minimum standard of n, you need to exceed n in order to meet it.