No, when they had said "up to 9 hours battery life", they where talking in general. All three of these tablets have the exact same battery packs but each processor (i3, i5, and i7) uses electricity different because of the number of cores.
I have worked with the laptop versions of these processors and they definitely get a different battery life when comparing the CPUs. The i3 was the only one I didn't work with until I got my Pro 3.
The i5 has TurboBoost built into it and there is no control for it. It only kicks in for a few seconds when needed and the user usually never knows it kicked in. It is the only CPU in the series that has it but it uses power more than normal when it does operate. The i7 definitely uses more power than the previous two. You cannot get that much processing power without using electricity.
So, when you have three tablets built exactly alike to include the same RAM memory type and the only difference is the CPU, you are going to see a difference. That is recognized by even the regular PC makers (HP, Dell, etc.).
If these machines had the proper engineering done on them, you would get 10+ hours from them with full use. It would require different battery packs per CPU type but those exist or can be built. LG Electronics makes the battery packs for the Pro 3 series and are custom built just for them. The big issue is that you have to use the right parts to build the machine with.
With my i3 model, it gets 6.5 hours with normal use just as a normal person would use one and I consider that good. You may have noticed throughout the forum that there is little or no mention of the i3 model. This particular one may not have any problems at all compared to the other two.
Getting longer battery life from a Windows 8 system has already been proven. I mentioned the Asus T100 with the ATOM processor; it gets 11 hours per charge. That is going full bore and full use with it. BUT, it has a real Broadcom network adapter. Not this 'flakey Jake" Marvell AVASTAR series.