My guess with Hornady's Superformance (and with their Light Magnum and Heavy Magnum before it) is that these rounds are loaded with a slimmer margin against SAAMI specs, or by mildly exceeding those specs. Sure, they do like every manufacturer does and load using powders we handkoaders can't get. But there is no free lunch, and no breaking the laws of physics, even for Scotty from Star Trek. I came to this conclusion because Browning was very careful to explain in print and live in person that the use of Light Magnum loads was a warranty voiding activity for BAR owners. Now, in speaking with a Browning engineer at length about this issue, I was told the pressure wave was too strong and would batter the mechanism, causing it to eventually fail. When I discussed handloading, that same engineer advised me to use mid-burn-rate powders which were not progressive, for most reliable cycling, but assured me the BAR would cycle safe loads using any suitable powder for the 243Win and 100gr bullet in which I expressed interest. So using slow powders, including the various progressives like IMR7828ssc, is acceptable, but using Hornady's Light Mag or Superformance ammo is not. That tells me, along with the "pressure wave" comment from the engineer, that the way Hornady is making velocity is exactly how it's always made - with corresponding pressure.
I'll also go ahead and call BS on their claim that their ammo, using the same bullet weight, at a higher velocity, has no increase in felt recoil. Again, Newton's Laws of Motion, especially the 3rd one, apply here, as they do everywhere on earth. Same mass, greater velocity, greater resistance to that velocity (in the form of recoil). No way around it, except in the rarities air of the marketing department.
As for the powder question you ask, Danno, I can only say that I've seen factory ammo vary pretty widely in velocity over my chronograph comparing hot and cold velocities. At least as much as handloads, in most cases. I can't speak for all factory ammo, but the various brands I've tried (a dozen or so) have all behaved pretty similarly, reading through my range notes.