StillSmart

On the TV adds for a well known vodka they state that they distil three times,now I would think that they must use a super efficent column still so would be collecting spirit around the 95%alc mark in one run,so why distil three times?,or are they perhaps using pot stills?,or is it just a load of advertising bullsh*t,same with the filtering ten times.
Optic

They use high column plate stills (in a continuous distillation setup I\'d imagine) and then carbon filter for 8 hours, apparently. I always wondered if they ever changed the carbon though, somewhere I read about it going through 10 miles of carbon and I thought \'that\'s bugger all use once it has all been clogged\'!