I don't know about exciting but for me it's more like "interesting".
If you've been subjected to 200000 articles about a cartridge that's been around 117 years and constantly compared to a kissing cousin - it's easy to become rather bored and look to something else, even if "something else" isn't materially better. It just needs to be different.
It's like hot rods - oh, you have a 69 Camaro with an LS swap? Wow - I got 4 cousins with the same damn thing and the dude down the street, he's got one - it's like belly buttons. Show me something new - doesn't have to be better but be different.
