I'm not driving hundreds of these things and I don't believe the marketing. Just because you can skip the pre-drilling, doesn't mean you should. The cell structure of the wood hasnt changed. I think splitting is still a concern especially near the end of the board
Additionally it is a lot easier on the batteries to drive a 6" long X 5/16 screw when the hole is started. I don't make it the full depth of the screw, but every little bit helps.
I like them because they don't break off, most are coated, I don't have to fool around with washers, torx engagement, and they come in longer sizes at a smaller diameter.