Considering that if the internal temperature changes by 1 degree it results in a reduction of x amount of noise in the file, I'm not sure I'm ready to call bullshit. Although at the time it was designed and created, I don't know that that was part of the engineering mindset. And there are certainly other color choices for Hasselblad cameras, red, green, yellow, etc.
Then again I haven't seen anyone going Apple and producing the ultimate low noise, all white camera.
Steve Hendrix