Non-Fading InkJet Pictures May Fade?

PC World has an article that discusses the marketing claims of HP, Kodak, and Epson of new advances in technology allowing their ink and paper to print pictures lasting over 100 years without fading. My thinking on this is, the paper and ink haven't been around for 100 years - how do they know?

I get the pictures I want, printed up professionally and keep all my photos digitally as well. It's the only way to go.