The aforementioned colleague says he usually editorially rejects those.
Actually another amusing thing about this title is that actually this is not the first time that "ultra-fast" has been used to describe an aligner in a title. The STAR aligner did too.
No sane reviewer or editor would allow "fastest" unless in the context of "provably fastest" which is probably not within the skillset of most bioinformaticians. If it is just "fastest among the currently available tools" then that claim will be out of date within a year.