I'm sure you could do that with a lot of soaps, if you wanted to, and were good at getting the brush just right wet. Had only five minutes, and were forced to wear a button down shirt w/o a fancy lather deposit area.
Tbh, it's a fair marketing point, even if it doesn't appeal to most of us. Though, really adding that extra bit of water doesn't really add much time, certainly no 45 minutes. It's hard to do with a button down shirt though, unless it's really hot out.
Well, come to think of it, some of you guys might get more views with 5 minute longs vids. Just sayin'.