Neal, Tom,
As someone in the textile business Neal is correct to a point.
TPI or Thread Count measures the threads per inch and hospitality or industry standard is 180-310. Anything above 500 is considered superior. Companies though can fudge that number by adding the filaments per thread which is where you get these ridiculous 1200 thread count, 1800 thread count sheets. Softness and durability have more to do with what the sheet is made of (pima cotton, bamboo, cotton/poly, etc) and how its cared for.
That all being said I’m sure these sheets are nice, but regulating your body temp as they claim has more to do with your mattress type and room temp then the sheets you are using. And seriously, the person sleeping in that photo should have an M-Dot tattoo, be wearing a Saucony Amp’d recovery suit and aero helmet!