I think you're in part correct, though I know that Puma has run similar tests with most their athletes and were confident enough to bring in influencers to test them as well vs. their favorite racing shoe—largely all marketing stuff, but still a comparatively high level of confidence to place in your product.
This new foam is also not particularly new, as it debuted in the Fast-R 2 and Deviate Nitro Elite 3 with a claimed 93% energy return rate, which at the time was ahead of its competitors by miles. The former was unfortunately far too heavy, but the newest model has dropped the weight, been largely redesigned, and runs like a completely different shoe from the prior Fast-R. I fully agree with your point about the foam though, and it seems like ASICS have already managed to utilize the same or a similar technique, and it appears the other brands will not be far behind. It will not be long before the others catch up or surpass the Puma and we're back to the point where each company's offering is of a similar quality, just at an increased price point.