Bwahaha! Nice, guys!
As a serious reply, Clyde, a small bulge on a guitar is common and is not a problem. You know, however, that these small changes can affect playability noticeably for some folks who are very sensitive to setup. It's worth noting that when the guitars were assembled they didn't have that bulge; so when the belly happens this is a small shift from how it left the shop. Some setup adjustments may be necessary.
That said, belly can indicate a problem is lurking if it's not stable. In particular, braces will give way when your guitar stays dried out for too long, and things can go south pretty quickly after that.
When you look at the belly, also look towards the tail block and see how much cave you're dealing with (usually both happen together). Again, if it's a smidge, you shouldn't worry.
Oh, and as for whether or not this improves tone... I'm laughing a little bit inside. Folks can say whatever they want, but that's a claim I'll bet has no basis in anything but marketing. That's like saying that the dents in my car improve aerodynamics.