Blue,
First, It is generally agreed that total runout is well defined for cylindrical surfaces and not so well for conical, giving ways for misinterpretations (one may argue about that).
Second, on the page 14 it says VALVE GUIDE and not the valve seat is controlled by cylindricity.
And third, the authors of the brochure say that "Traditional measuring means are not sufficient to precisely control valve seats and valve guides" because they are trying to sell the machine to measure just so: "circularity, concentricity, run out, cylindricity, segment linearity, angles, surface finish..." Fair enough?