I'm not sure if I'd consider it all hype, at least not when talking about the force required to press down a key. When using regular 55g switches (brown, red, or something else), my fingers get tired rather quickly. But when using 35g red switches, I can go all day without any problems (finger wise at least). I've tried lighter (20g), but I ended up accidentally pressing keys too often.

I will say this: clicky switches serve no practical purpose. The same goes for tactile switches, _especially_ when using light springs as you'll bottom out most of the time. Whether you buy Cherry switches, Kailh or something else doesn't really matter either ergonomics wise.