Sony Blu-Ray BDP-S1 Player

All is great when Sony's VP confirms in CNET video shippment BDP-S1 in July. Except that the sign on the player says

FULL 1080P HIGH DEFINITION OUTPUT

What the hell is going on with this marketing people? What is "Full 1080p"? I heard Full HD, 1080p High-Def. But to use all buzz words in one sentence. Please.
Video at CNET