It wouldn't make a lot of sense to claim that the traditional tips were failing and continue putting them on your bullets. Hornady does in fact claim that the tip is a big deal in terms of accuracy so the expectation is that you should shoot $8 a box better at long range with their new bullet. If you shoot $10 or $12 a box better, then you should really be pleased with the change. I'd be impressed if the tip didn't deform in the mag box under recoil. As for whether or not it's marketing hype, that's only for customers who have used the product to determine and so far, there are no customers so we'll just have to wait and see. Remember, Hordady say's it's a big deal so I'm expecting a big deal.