The world doesn´t stand still, you know. Neither do consumer tastes or trends. Apple products (esp. the iMac/MB) are being regarded as trendy, and with that follows the great burden of staying on top of the game of great aesthetics (oh, and function).
I don´t think the claims are unjustified. The iMac has always had new industrial design with processor upgrade, except the Intel. Now they are comfortable with the x86 tech, they can focus more on new case designs for the entire range. Historically, with a few exceptions (subjective), new industrial design from Apple is breaking new ground, so it´s a safe assumption that a redesigned iMac (or any other Mac) will do that too.
Bring ´em on!