It is far from just marketing hype. Have you ever owned and reloading for a 6.5 creedmoor? I have been since 2011, still own the first rifle I bought chambered in it, and have owned and loaded for over a dozen other rifles. From the cheapest to moderate priced offerings.
It is extremely easy to load for, very forgiving, and inherently accurate, and very efficient with its 30° shoulder angle. I have never had a rifle chambered in it that shot bad other than the 120 grain gmx bullets. Other than that, every rifle, with any powder and bullet combination, shot moa or well below sub moa groups. Every rifle with any 140 grain bullet, with 40.5 grains of rl-17 or H4350 shot 10+ shot groups under moa for break in.
I understand the 260 Remington had a slight edge over it in the early years when better brass was only available for the 260, but that isn't the case anymore. The 6.5x55 is an amazing cartridge but it is built for a long action. As with any other 6.5 saami cartridge before it, they are all different in different ways. Can they all shoot the same grain weight bullet relatively the same speed? Sure they can. But it doesn't change the fact that there is differences. I own a 30-06, 30TC, and multiple 308's. They all shoot the same bullet relatively the same, the 30-06 gaining a good advantage as bullet weight goes up. But I still own all of them, shoot all of them, and enjoy all of them.
The 6.5 Creedmoor became popular quite awhile after I owned my first one, and there was only 2 factory loadings for it. But it was by far the best shooting and easiest cartridge to load for. People hate it because it popular, but it's not popular because of marketing, it took 10+ years for it to become popular after it came out. People just starting seeing other people at ranges shooting lights out with it, with a cheap rifle they bought off the shelf.
The Grendel is probably my favorite 6.5 cartridge though, and it needs more people falling in love with it. Another great case design, and probably the best youth hunting cartridge there is.