Ray K,
I don't think its all hype either.
There is a lot of research done on the tapers and new materials incorporated in the new rods.
It's not fully appreciated by all, as it often requires slight adjustments to your casting stroke to enjoy the full benefits of the rod.

I would recommend reading some of George Anderson's "5 weight shootouts". I think they do a good job of discussing and rating the better rods out there and why they are "better".