Clearly they're using a different definition of end. All wireless and shared-media (DOCSIS, PON) protocols should be encrypted out of respect for customer metadata privacy.
Encryption should be at a higher layer, preferably from the end client to end the server, to provide any security. To be fair, the fact that the data is being transmitted wirelessly does mean that encryption is 100% required or else someone could easily spy on you.
I don't understand this marketing. How would they possibly being doing E2E encryption? This is the wrong layer to be applying encryption at anyway.