BAK....those are totally different applications...think about it. Active, sweating, weight conscious etc....
Will any of those fabrics keep you warm if you get wet? Cold is one thing, but cold and wet is another. Its not 'hype' if its fact that wool will still keep you warm if it gets wet. Or the fact that it will absorb up to 18% of its weight without feeling wet.
Is there any man made fiber that will do that as well as wool? I'd be interested to know.
And, what man made fabrics will last as long? Wool is only expensive in the initial investment, but is not less expensive over its lifetime.
Wool is what it is and doesn't have to be 'hyped'...much less labeled 'trad hype'. It has proven itself and stood the test of time for centuries.