I believe most hamons are not readily visible, and the blade needs to be finished and treated in a way to "bring it out" so to speak. I could be wrong.
That said, I really doubt any real use would ever show the difference of a differentially treated small to medium sized knife.
Actually surprised to see a website listed the ESEE 3 as being differentially treated, too. Saw this last night when looking up specs.
My best guess is that if a well established company says it, it's probably true, but not to the extent that a custom knife is. I doubt they are putting clay on the spine to get that big difference which can really show up in a Hamon. It's probably more to do with the subtleties of quenching, tempering, and the fact that the spine it's so much thicker than the edge, that it might heat treat a tad softer... Once again, I could be wrong.