Now then, mattc, I’m not interested in said contest (and my deception comment was aimed at Heine, not you. I haven’t noticed you selling fat tyres so don’t suppose you have a reason to exaggerate their benefits).
But I contend that volume is more of a visual hindrance than aid here, since it visualises the wrong parameter. As an aside, it’s best left there.
As you seem to agree anyway, there’s enough difference between 28 mm and 32 mm tyres as it stands without squaring it.