It's not marketing BS, it truly is a new way to take images. It records the "light field" by using a micro-lens array (fly's eye array). It has parallels to integral imaging techniques, a concept conceived by Gabriel Lippmann in the late 1800's.

http://en.wikipedia.org/wiki/Light_field
http://graphics.stanford.edu/projects/lightfield/

Also, see the integral imaging thread here if you wanna get all analog on this mother.