Actually, they were working with a dealer about 40 miles from the location of the show. They carry Master Spas although in the postings I read, one poster did say that the dealer had been taken to court a lot due to the 3 day law where you are allowed to change your mind (if the sale is not made at your principle place of business). I can only assume that the dealer would not refund their money.
As far as insulation goes, the R value thing was put in a paper and published in Canada. I could not dispute the factual nature of Icynene isulation. I think the reason it holds the R factor in the field is it also acts as a total air barrier as well. (also, the 100:1 is factual---it really expands and sets in 8 minutes). That being said, the salesman also said that the insulation everyone else uses (polyurethane) loses over 1/2 its insulating value within the first 2 years. I did not confirm that as it sounded just ridiculous. If I had to place a bet, I would now guess that the reason Master Spa is thought of to be poorly insulated is because they (as you said) use very little of it.
There is one more thing that I cannot stop thinking about. Having looked at many spas over time, I have never seen or felt that a seat was better designed than what I saw in Master Spa's LSX. It was more than the fact it just fit my body. Everything seemed to be placed correctly. A circus tent atmosphere is not my idea of effective marketing, and I have yet to buy anything at one of those shows, but aside from that (and insulation/performance) the shell itself was very impressive. I wonder if there is something out there I would feel the same way about?