It's not marketing exaggeration.
It's the most common reaction we get:
"I thought I knew what honey tasted like."
Raw honeycomb has a flavor complexity that varies by flower, region, season, and beekeeper. Floral, earthy, sometimes fruity — a depth that no industrial process can replicate because no industrial process preserves it.
The first time you break the wax on a Bevalora comb and let the honey flow naturally, you understand why this distinction exists.
Supermarket honey isn't bad. It just was never honey in the first place.