I sort of agree with this, having read the recent Apple paper - but it does show a significant improvement at a certain level of complexity - it's just that it requires quite a few more tokens to achieve that. It could probably be described as a sort of "context" hack because it's basically having a conversation with itself to arrive at a better solution. You're trading performance/time for a bit better quality.

If you read that paper, you'll find a more nuanced take than simply "it's pure marketing"