Hey, Strum!
In a "nutshell", consensus is that the picks allow you to play faster and to get a bigger tone. This is said to be because of the design and materials. Reading comments in a number of threads on other forums, a lot of people are like "man, this thing is too darn thick for me to play with" and once they give it a chance after just a few minutes, most players feel right at home with it.
You're right...I, too, have never seen such a fuss made over something as simple as a pick before. They are pretty cool, though, and deserve all of the respect they get for what they do.
GUITARS: Fender Teles and 50s Strat, Squier Jazz Bass & '51, VooDoo clone, Dillion Tele Thinline, G&L Tribute ASAT, Agile Les Paul clones, Rogue 335, Robelli D'Angelico, Danelectro Hodad 12, Larrivee Koa Parlour, Blueridge 00028, Ibanez Hummingbird, Takamine EC132C, PRS McCarty IRW.
AMPLIFICATION: Carvin Bel Air w/ext cab, Behringer ACX1000, Vox Brian May, Fender Bronco tweed, Rogue 30 Bass, Roland Cube 30, modded Epi Valve Junior w/ Scumback 1x10 cab.