According to their website, the reach is 80mm. I would assume this accounts for the flare?
I can't really answer your question, but these bars do run big in general in my experience. I have a 420x100 that by my measurements are both a little long and a little wide. It feels in general bigger than I was expecting, mainly too long.
I'm currently looking to switch handlebars and deciding between the VB separate bar/stem in 400x90 or another HB010 in 400x90. According to VB, the HB010 has 5mm more in reach...