a lot of it is needing to be able to decipher BS from actual benefits... a lot of these companies are spoofing up their products with all this marketing juice and terminology to make their product sound better. take mervin's ecogenics for example... they market that as a feature... well... i guarantee you that board isnt much more eco-friendly than the neversummer down the road. dont get overwhelmed with the BS, get the info you need, profile, size, weight rating, direction, and flex.
It comes and it goes. Get it while it Lasts.