Marketing thinks potential customers are dumb (they're often right) and wouldn't think of using a feature in a particular way unless you explicitly tell them. Also, that page seems to be more about the layered software, which will be more specific to type of motor and control scheme.
You are right though, PWM is PWM, and you can use it in many different ways. Some PWM controllers are optimized for or have extra features for specific tasks, but that usually doesn't prevent them from being used to put out ordinary PWM.
For example, there are PWM modules for dsPICs that are specifically intended for driving H bridges. That can be tricky, and extra hardware in the PIC, like dead time control, can be really useful for such cases. Again though, if you just want basic PWM out, any PWM generator can do that, whether it can do other things too or marketing says it's "ideal for ...." some specific uses or not.