"...If the steel is SO good, as ColdSteel always said,...."
There is part of your answer already. Cold Steel says pretty much everything they have is SO good that everybody should be using it. Lots of hype from that company, but that's no different from Maytag, Chevrolet, or a hundred other companies I can name. Marketing is marketing.
As for San Mai, I had a medium ClipMate awhile back that was in San Mai III. I liked it just fine. The price was right, it was a good user, and I'm sure it is still performing well today. Nothing magical about it, just a steel to me.