Mathews became a big name due to Matt Mcphersons innovations. Almost all the other bow companies pay royalties to him for the single cam system, that they put on there own bows themselves. Other innovations like, paralel limbs are another feature you see more and more. Mathews changed the face of modern archery equipment.
This has spawned other compaines to push the envelope in the name of competetion.
I own a Mathews and just purchaced a new BowTech . I think Bowtech is one of those compaines that is giving Mathews a real run for the money.
Mathews is heavy into advertisements (very heavy)so I can see why It can all seem like hype, some of it may be but thats not to take anything away from the fact they still make top of the line bows.