There has been very little change in antenna technology over the years. Computer modeling has led to more efficient use of some very well known old antenna theories. Some well known antenna theories that previously had not been widely used in TV antennas are now being put to use, and there are probably some old TV antenna designs that should be brought back into use.
HDTV, digital broadcasting, and cord cutting has led to a resurgence of scam antenna marketing. Scam marketing of TV antennas is nothing new.