I don't think it's marketing hype. I have never seen it as a headline feature and also Nikon have it.
Micro is the operative word. We are talking very small increments. It is just to adjust for manufacturing tolerances. I like the fact you can calibrate it yourself as opposed to have to send it to a tech.
I'll buy that. I should not have used the "marketing hype" expression. What I do believe is some people get hung up on the MFA feature and use it far beyond the intended purpose, so I agree with you 100 percent when you say "micro is the operative word." I am thankful I have been very lucky with all of my lenses.