I agree - it seems to be usurping some of the attention and certainly does not deserve nor has earned it. It really isn't innovative - isn't lightweight, and isn't based on some "killer app" - its just made up of interesting ideas (perhaps too many?).
I certainly hope it doesn't reflect too much on scala. There seems to be a bit of a hang over from java framework-itis where people get more exited over generic meta frameworks rather then solving actual problems.