Don't get it twisted.
The A7 64 bit architecture is currently faster due to changes in the pipeline and overall architecture. Currently there are no 64 bit apps, so you cannot demonstrate any improvement due to 64 bit.
So yes, it is marketing hype.
You don't need 64 bit integers in a mobile application. When you start moving large data sets around and you need memory pointers larger than 32 bits, it matters.
64 bit in desktop architectures mattered because you needed more than 4 GB of memory. Unless you use a windowing scheme, which is real inefficient (look at 286 and 386 processors) you can't access a bunch of memory.
So currently it's hype. In a year maybe not.
Actually any app compiled with the current iOS SDK will be 64-bit. So many popular apps are already running on the A7's 64 bit execution path. The speed advantages will be due to the differences in armv8 though, not due to 64-bit addressing.