Whats Tools4me said. Gimmick design.
Everything is a gimmick design,
until it becomes a standard design.
The side nail puller isn’t “new”.
Douglass hammers were the first hammers I new of with the side nail puller.
Those hammers go back at least a couple decades or more.
After the Douglass hammers disappeared from the market place for a while numerous other vompanies including Vaughan, and Stiletto, and others have started integrating the idea.
The short squat hammer face is also not new.
It may make it harder to get into opening like electrical boxes, but it also improves ergonomics, since your wrist is less likely to suffer slight twists over time with slightly iff center hammer blows.
The bowtie profile was likely used for added strength compared to the standard Estwing diamond profile, but it also means you can choke up more on the hammer without having a diamond shaped hammer shank digging into you hand.
The raised Estwing logo looks stupid to me, but it was likely done for brand recognition, given hiw many other tool brands get shoved onto home center shelves.
The hammer ergonomic are different than the older Estwing designs, which used a straight handle.
The new handles definitely look better, it’s questionable whether the ergonomics are better though.
Estwing didn’t really start this “ergonomic” design though.
Picard of Germany, a major European hammer manufacturer came out with several “all steel” single piece forged hammers like what Estwing has manufactured for decades, with the major change being a slightly different handle shape.
Maybe these Picard hammers were popular enough, or users like the ergonomics enough that Estwing copied the design.
As far as the sharktooth for tweaking lumber, Estwing has had that as part of one or more other hammers for at least a decade.
They probably just decided to add it to the Ultra hammer design.
Overall, the new Ultra hammers don’t ****, the engineering and manufacturing process just needs to be tweaked slightly.
Look at how many “new” hammer designs Vaughan has come out with then discontinued within the past 2 decades. I think the “woody” which was basically just a “Douglass” hammer made by Vaughan was the only one that might have been discontinued do to reasons other than design problems. (It got discontinued right before Douglass started manufacturing hammers under their own name again).
The Douglass hammers were also notorious for handle breakage and sometimes head breakage if used for steel work.