I think that one is mostly marketing but there's a grain of truth in terms of the combined effect of unified memory (which is fast as hell) and macOS memory compression. But I wouldn't put 8 GB past similar to 10-12 GB on another system without these features.
Say I want to launch a vm with 8GB reserved memory. On a 10-12 GB machine I would have 2 to 4GB of memory left to actually allocate to the system. I don't see how unified memory magically fixes this. It's actually worse because even more memory has to be shared with the GPU.
This is like saying a 8GB disk is actually like a 10-12GB disk elsewhere.