The difference is that they usualy plan for a longer time, sometimes for generations, while the usual CEOs plan very short term, because they don’t care what happens with the company after them. Family owned business don’t have to give out part of their earnings every year, so it’s not that big of a problem if they have little earnings in a year, while the market share of a normal Company will immediately fall. So there actually is a huge difference.
That aside I don’t know why they market it like that. I think it just sounds more trustworthy.