Good post, Jon.
I think we were under the impression that the TiO2 was INSIDE the tube. If it's on the OUTSIDE, and the tube gives off the necessary spectrum of UV stated on that web-site, then yes, it's possible the bulb may have an effect. But only on the coated surface of the bulb, (unless it somehow sprays the titanium oxide into the room), surely?
I'm still thinking Snake-Oil,
Alan