Paul, that is a picture from their store. i didn't make that sign.
i agree with you about the load lifters. they are not connected to the anything but fabric. however, it will help pull the backpack closer to your back, helping your center of gravity (slightly).
The Jam 35 does not have the load lifters at all. Also, on the peak, the hipbelt was removable, where the jam 35's hipbelt is not removable.
If anyone really wants one of these from the Golite direct store, i'd be willing to pick one up for whoever is willing to reimburse me for the pack cost, actual shipping, and maybe an extra ~$5 for my time.