I agree with you 100% on the marketing aspect (hey, I'm an engineer... I'm supposed to roll my eyes at the marketing folks right?).
I do think there have been some tremendous improvements in speaker design, some things that I can think of that have pushed performance (including size and weight) forward are:
Neo magnet materials
Dual voice coil, push-pull motors
Inside-outside wound voice coils
Kapton bobbin material
Nomex/glass/epoxy bobbin material
fiber reinforced cone material
tall aspect ratio VC wire
titanium diaphragms
new phase plug geometries
Advanced horn flairs (CD, quadratic throat, waveguide)
lighter weight composite cabinet materials
advanced cabinet finishes
greatly improved hardware options