No marketing hype ... yeah, riiiight.
Minis were marketed from the start as the most expensive two-way in the world. That was their way of getting attention. Sure, they used some high quality parts (x-over), birch ply, Scan-Speak ring radiator tweeter, ATD midwoofer etc, but nothing out of ordinary, that haven't been used before. And for what they were, they were grossly overpriced.
I still remember the stories they told about supposedly 'their' midwoofer design ('the only one in the world to combine Titanium skins with a bonded foam layer for self-damping. There's only one man on the planet willing and capable of making it' blah, blah, blah) that made laugh anyone who knows anything about drive units and the italian company ATD that used to manufacture those.
And no not even get me started about those monster 'reference' horns ...
To my ears, Magicos are one of the most overhyped products on the market right now. Time will tell how long they will be able to sustain interest in their products.