It's good to see that modern bike tech continues the decades-old tradition of dubious claims for iffy innovations. For every poorly conceived concealed-cable setup in a modern high-end racing bike (it's aero!), probably soon to disappear and be replaced by more-conventional routing, there's a corresponding overblown piece of tech that came and went in the blink of an eye.
For instance: want to get rid of the dead spot at the top and bottom of your pedal stroke? See below. (See also:
Powercam cranks.)
There's a current C&V thread about Rigida Score hard-anodized rims that includes a digression on that period in the '80s when every racer wanted some version of dark anodized rims. I'll admit it took me a couple of years to realize that all of the hard-anodized rims that the manufacturers were claiming to be miraculously stronger and tougher than conventional rims also just happened to be among the heaviest rims in the manufacturer's lineup.