I wasn't familiar with E-tech until now, they do look really cool. Thanks for the pointer. The website is a little confusing. I like the look of the "re-flex" on their website, similar to what Arakawa is doing with their XO construction + others who have done some similar things. I wonder what the pricing is like. Other than some brand names listed on the front page there isn't much info about ordering a CI/etc from them.
I see now that Pyzel has removed the XTR option from the custom order form on their site for newer models (ghost, shadow, etc). It's still there for the older models, perhaps they just haven't bothered to update those. They are still available on the epoxysurfboards.com site though. I swear just a few days ago you could select XTR as an option on the Ghost order form, I wonder if something is happening behind the scenes.
FWIW, I don't think the XTR flex is a gimmick but I do think the value number is a bit arbitrary. My shadow (with more carbon and heavier glassing) is noticeably stiffer than my gremlin.