The truth is, Izra said all the important stuff. If you want to know what is going on, just read his comments. Many excellent comments from him.
He explained the differences in sound, but I am going to explain something about the most important sound.
The quiet thud sound of good brushing, I will leave alone. I think you guys get that one.
The harsher high pitched sound that comes from the wood, that is not what Ma Long is actually getting. He is brushing, but he is brushing with a ton of impact. Softer rubbers, speed glue, boost, they allow you to get that sound easier. If Ma Long was using a soft Euro Rubber that was boosted he would be getting this outrageously loud CORKING sound. But he isn't. He is using H3 which is darn hard rubber, so his corking sound is pretty much the max that an H3 can make.
Where you get that sound is from brushing, but making deep contact so that, as the tangential speed of the racket brushes past the ball, he is actually getting the ball to sink pretty close to as far into the rubber as the ball can, WITHOUT HITTING THE WOOD.
Here is the interesting part, that corking sound, which, when you hear it live is cool as hell, is actually the rebound of the rubber. Let me say that again: THAT CORKING SOUND IS ACTUALLY THE REBOUND OF THE RUBBER. That is also why it sounds different than the harsh contact that happens when you hit the ball flat, like in Archo's video.
So, let me explain this a tiny bit more. If you take a towel and roll it up, and then you swing it really fast, and you have the right timing, you can get that towel to make a popping sound. Same thing with a whip. That sound is actually the tip of the whip, or the tip of the towel, going super fast and that is how it is making that sound. That is what the corking sound is also, and that is why, in person, it sounds nothing like the wood sound. It is the rebound of the rubber, while the ball is in contact with the rubber, for that fraction of a microsecond, going so fast that the rubber makes that corking sound like the pop of a cork coming out of a bottle.
And hell yeah, that creates A LOT OF SPIN. You just have to have good enough technique to get that sound. And you have to have amazing technique to get that sound with H3.
Hopefully this helps.