+ 1 for Mr Puffy's comments. I too was annoyed by the spamming on threads - reminded me of something to do with the number 6. . .
Now, if they were really clever, they'd make one which would change colour as you passed the finishing line, thus putting you in the correct colour banding.
Marketing hype, just another way to get people to buy more.
Doesn't appeal to me, I'd rather buy the colour that I want.