Headers

I believe his point is, that regardless of what Hookers "calls" something, that doesn't necessarily mean that's what it is.
"Performer" "super stock" "xcellerator"
"Torquer" "speed master" "Big mouth"
"Fireball" "blaster" "rpm" n on n on...

All improvements in specific ways.
Not all above stock however.. and some even below stock perfomance.

Gimmicks