Choice in the context they have used is probably a way of saying 1st class or very desirable and is puffery. I don’t think they have particularly used it in reference to this organisation, of course I could be mistaken.
Some who use the word are not so muddy in their use of the word and a more definitive link can be seen and for others use of it it is clear that it has no link. So it is useful to notice and there is no problem asking the question.
The use of Puffery is rife and is quite acceptable as far as the Government seems concerned.
