you can say something like that only with a power of hindsight, knowing what was a useless fad and what was a ReVolUtioNary TecHnOLOgY
I think the hype was there because companies needed to update their data to follow standards and update how that data interacts with other companies. The specifics of XML are less relevant - once things are standardized there can be standardized ways of converting to other formats.
Imagine needing to write custom parsers for every API; not needing that enabled SaaS APIs to be much more practical.