I think that's just "eyebrows went up, smiling muscles contracted, blinked", etc. for the look-my-emoticon-changed marketing effect. They also claim there's a gyroscope in the device.

The more advanced EEG tech is quite real. It's a stretch to say that it's interacting with your "thoughts" ... making something like PacMan move forward/backward is a similar sensation to when you first figured out how to wiggle your nose (the mental exercise, not the muscle movement).