A lot of this is marketing, but I suspect most PT providers will tell you that weak lumbar paraspinal muscles are associated with CLBP. I think that statement is something we all support. The jump in logic is that this is a cause and not a symptom of CLBP, but much like CGRP was initially a biomarker for migraines, people are now targeting these things to "fix them"
Changes in the cross-sectional area of multifidus and psoas in patients with unilateral back pain: the relationship to pain and disability - PubMed - Example of older data looking at CSA as a metric for weak muscles to suggest targeting multifidus plus others for exercise training
Structural Changes of Lumbar Muscles in Non-specific Low Back Pain: A Systematic Review - PubMed - Review of the literature looking at the relationship of multifidus atrophy with CLBP. You can see atrophy/fatty infiltration on MRIs. I compare the psoas fat to the multifidus fat myself, but it's a subjective measure.
An implantable restorative-neurostimulator for refractory... : PAIN - Mainstay Medical shows off their work with functional electrical stimulators targeting the multifidus muscle with motor stimulation programs to encourage regrowth. This is published later than the next paper, but it was probably started up and going before these second data.
Percutaneous Peripheral Nerve Stimulation for Chronic Low Back Pain: Prospective Case Series With 1 Year of Sustained Relief Following Short‐Term Implant - This is where we start jumping the shark to some extent and people start saying "me too" with their device and dropping 60 day leads to cause "multifidus contraction" but the Mainstay and SPR systems are very different in what they're doing and how they're doing it, despite both claiming a similar basis from the earlier atrophy data.
The other PNS companies feel like they can do it too and you can target the medial branch with sensory or motor programs with them. Now it's a bit of handwaving all around.
I do it. I felt slimey for it initially but beat dropping an SCS in. Results have been good. Durability and effectiveness isn't 100% for people. I haven't used a durable implant system for it yet but plan to in the next 12 months.