I would add the new popular term I have been seeing more and more lately - 'plays like a Southwest'
While I agree there are a select few cues that have that intangible feel, most of the above posters are correct, it is completely up to the holder of the cue, and can be influenced (sometimes greatly) by the tip on the cue. You can take a cue that someone thinks hits a ton, put a softer or harder tip on it, and now it's just 'meh'
I think your initial feelings on the matter are correct, and that it is just marketing. An interesting experiment might be to ask sellers or describers of these cues what exactly makes it 'hit a ton' and see what sort of responses you get - even if you get something like 'lots of feedback' or 'good ping' that gives you a much more concrete idea (even if still subjective) to go on.