I guess the distinction is that, as I said above, they don't see the content (unless, again, the clients leak the key). And it is an important distinction, because everyone will emphasize the importance of an encrypted connection (read: https). Which is not e2e.

As far as I could decode, the point here really is just to add this service to help their users who came for the password manager. But I also had to watch their video to confirm that the key was in the url.