Additionally, we're seeing the introduction of even more sophisticated stochastic samplers (stochastic gradient hamiltonian monte-carlo, etc) that require even more esoteric branches of math and physics to really grok. I have a strong math background but frequently find myself struggling with a lack of knowledge in statistical mechanics when trying to read papers in these areas.
So yeah - there's plenty of bullshit and exaggeration. But there's also some wicked cool stuff happening which requires very sophisticated (and specialized) knowledge to understand.