When the pro's got their hands on these there was some complaining about the softer action, and Campy's response was to introduce a very expensive, "limited edition" "Red" lever. Remember that? Sold for ridiculous amounts. They had simply reverted to the older carrier and springs, painted the logo in red and charged twice as much.
Still using the "Red" ones, they shift exactly the same way as my other set of shifters: a Centaur from 2005....
Can't quite remember how much more expensive than regalar Record shifters those "Reds" went for but in Europe it was not all that excessive.
It may be a totally different story in the USA where anything Campa is scaringly expensive IMO.
As for marketing, dunno, that Red edition is their only "funny" move I can recall. I've seen a lot more hyperbole from other companies.....