Hello,
It is not marketing hype. From what I understand the class A/B switches on and off. This lets you have more watts with less amps. It is more efficient and therefore runs way cooler. Most designers bring in the class A just above or below that point where the switching is so you have better sound and don’t notice the gap. So at normal or regular listening levels you are in Class A. When you go higher or the music becomes more dynamic the class A/B takes over.