I don't see it either... but everyone who's actually worn one seems to think it's a huge deal. Including people who own other headsets and never use them.
At this point, I'm willing to assume they're right. A bit like how phones were terrible until suddenly the technology improved a bit (better touch screens, faster CPUs, faster cellular networks, better cameras, better software...) and suddenly smartphones became awesome.
If Apple is onto something, other brands of headset will match them soon enough. They all have access to the same hardware suppliers, it's just a matter of putting it together and writing some decent software.