Until they start marketing these like this [http://www.youtube.com/watch?v=6s5w6wjY1kU] they don't get "AWESOME" in my books. And yes, it is just marketing. Like calling food "gourmet" this is designed to appeal to a younger generation who talk in webspeak and seem to have as little between their ears as they soon will between their jaws if they keep drinking it.
Alas that it'll be popular due to gimmick alone.