What is great marketing? That they successfully sold the merits of their new architecture? Or are you saying that talking about the difference in chip sales is a marketing tactic?
It seems highly likely given past performance; if they had put any half-reasonable Intel or Ryzen chip in their $999 Air then that chip would be their best selling CPU.
Saying the M1 "isn't just an upgrade, but a breakthrough," and supporting that with sales figures that don't really show anything is "great marketing".
What is the relevance of Ryzen here?