Hornady Z-Max

I picked up a box of .308 at my local store yesterday. It seems to be high quality ammo and not just a novelty.
 
So what makes this ammunition worth the cash, other than it comes in a cool box?
Is it different in any way than standard ammunition?
Seems more like a novelty/gimmick to me.
If the projectiles were designed to seriously spread open on impact and cause massive damage, then yes I could see how it would be good for zombies.....
 
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