Not a lie. They just came out with an updated 11-speed eTap rear derailleur. And many 11-speed eTap parts (like new derailleurs and shifters) are easily available.

But it'd be bad form if they stopped supporting some bits of it without being clear about that. Though it may just be the inventory issues that a lot of manufacturers seem to be having (having a really hard time finding a new Wahoo Element Bolt, including from the Wahoo site).

Edit: It seems that SRAM is supporting all 11-speed eTap *except* the Blipbox, at least going by the main SRAM page. Very odd.