Titleist was talking "drop and stop" for the irons, not the driver. I don't think many people would be excited by a ball that drops and stops off their driver, they want more roll with the driver even when it isn't helping them!
While backspin does help the ball climb, by necessity a ball hit with a lot of backspin must start at a lower trajectory because you have to hit down on it to get that backspin, which delofts the clubface. Whether the backspin can make it climb high enough to descend at as steep an angle as a ball hit high with less spin (hit with a less descending or level blow so that it starts at a higher trajectory off the face) may be something that depends on the type of ball (Pro V1 versus balata) and perhaps the loft of the club being used. The guys I know who really spin the hell out of their wedges hit them at a markedly lower trajectory than I do, and they hit the green at a much shallower angle.
As TEPaul points out, once greens get to a certain firmness, backspin doesn't help stop the ball very much. I can confirm this in my experience, as when I'm playing with someone who is able to really spin back his shots he is able to access tight pins much better than me on softer greens because he can hit past the pin and pull the ball back, leaving him a bigger margin for error (though this can be a problem on rear pins) But as the greens get harder his advantage disappears, and once the greens are hard enough he can't get the ball to back up at all his "skip forward twice and stop" landing at a shallower angle often goes as far or further than my high shot that's got comparatively little spin on it.
Not saying my way's better, just that I never mastered the art of really hitting down on it and spinning it, I tend to only hit that shot if I'm in a divot or something when I have no choice because I hit it fat too often to rely on it when in a good lie!