I'm not talking about Macs.
I'll give you another example then (maybe this'll stick).
Both Ethernet as well as Token Ring utilized RJ45 connectors for their network cards. If you pointed at an RJ45 jack in the wall and called it an ethernet port, you may have been mistaken, as it could be terminated at either type of switch.
(yes, yes, token ring is all but dead).
The point being is that the physical interface doesn't dictate what protocols were available. That came down to the logic in the cards that were utilizing them.
What specifications that are supported by the port needs to be stipulated by the manufacturer. (which is why Cube calling their adapters USB 3.1 made me question their capability).
They should be saying that their adapter is USB-C, but is supporting USB 3.1 and TB3 (again, as you've stipulated, they really don't need to say DisplayPort 1.3, as that's included in the TB3 spec).
Here's an article on it (found the graphic first "not all USB-C ports are equal"):
http://www.kitguru.net/desktop-pc/a...equal-nine-implementations-of-usb-c-incoming/
Looking at the TB3 spec - it does always also include USB 3.1 as well as PCIe. - so TB3 is a superset, that includes USB 3.1.
So, should't Cube be calling those adapters TB3 adapters? Is that actually what they implemented at the USB-C connector?