power of marketing
I hope those who say "power of marketing" are not quiver boys that buy new gear every year.
That, IMO, is where the much, much bigger scam is - make believe the buyer is gonna be a better and faster sailor with ever more numerous and ever more recent rigs and boards.
(Scam not from the buyers, BTW. I mean from manufacturers, but that's their job. Definitely 100% from magazines with the never ending new gear tests, and from shops.)