I hate marketers. Take enough concrete or lead shot and it will be "as warm as down" too, but no where near as comfortable to wear ;). This is like the old trick question "which weighs more, a ton of bricks or a ton of feathers?"
"Lofted" wool is basically the same thing as unspun wool, ie it hasn't been made into a yarn. Think about it, when on a sheep (or any other wooly animal) the hair is raised and filled with tiny air chambers. That's exactly what we call "lofted".
I'm guessing they're just taking raw wool and putting it into chambers.
It won't beat down. To survive freezing conditions there are three strategies: up your metabolism (not so great when food is scarce), increase your insulation (blubber or feathers/fur), or decrease your surface area to volume ratio (ie get bigger).
We get wool from animals that are usually large in size and from more temperate climates which means they need less efficient insulation. Down comes from geese which are comparatively small and travel to the arctic so they need even more efficient insulation than sheep. Maybe if we looked at musk ox, wolverine, or snowshoe hare furs we'd be able to claim "as warm as down"
Now with the supposedly hydrophobic coating they've developed for down the moisture problem may become less of an issue.