Everyone has done this now. I mean I guess there's only so much you can innovate with a cricket bat but still... GN had the fusion handles and then the XRD handle (I'm sure there were others too). GM focused on the grips- remember when the shock-absorba came out with the catalyst? There was the Uzi, C6+, there's Kippax, L&W, Puma did it...
And now we're back to Newbery. I'm all for innovation, but I hate marketing gimmicks. The jury is out on this one.
I wonder what the last innovation that actually caught on was? Maybe GM's DXM/machining process?