Gimmick, gimmick, gimmick.
They are all in the business to sell product. Everyone has a "hook" or an "eye catcher".
Don't put stock in "burn rate charts". They don't mean much.
I invite the new powders. They give new and different "harmonics" to bullet, barrel combinations. It's fun.
Sense, and sensibility. Wade through it, good things will come.
Like IMR-4007ssc, IMR-8208xbr. CFE-223.
New powders, though close in burn to a older powder, can be game changers in your rifle bullet combination.
Varget in the 223 with conventional light bullets, is worthless.
Varget, by it's self, in other applications, is viable.