I agree, there tend to be two schools of thought on this.
One is brand defensive, and the other is looking at the image Ricoh/Pentax want to present of themselves and their products.
You can't show images like a K-30 being hit with a solid stream of water, and say things like "you'll be right in a torrential downpour" (approx. 32s into that video), and say this in the sales blurb if your device can't actually match it:
Fully Weather-sealed, Dustproof, Coldproof Design
With 81 weather seals throughout the entire body, the K-50 ensures worry-free use in any weather condition or outdoor setting, be it rain or sand.
The K-50’s rugged, cold-proof design is also perfect for use in wet, snowy winter conditions, at temperatures as low as -10°C
I see they've reworded this to cover the KP etc now:
Dustproof, weather-resistant construction for A highly environment-resistant imaging system with a weather-resistant lens
To prevent the intrusion of water and dust into the interior, the PENTAX KP features 67 sealing parts, applied to the control buttons and dials, covers and exterior joints. By mounting an AW- or WR-series lens* and the optional, weather-resistant D-BG7 battery grip, they form a highly airtight digital imaging system that assures dependable performance even under unfavorable weather conditions.*
* AW stands for All Weather (dustproof and weather-resistant construction), while WR stands for Weather Resistant (simplified weather-resistant construction). ** To prevent breakdowns or malfunctions, the user is advised to wipe rain, water and dust off the camera body and dry it completely.