The word you probably hear more than any other at ICAST is "new." This bait comes in three "new" colors. That reel comes in two "new" gear ratios. Another line is offered in a "new" bulk spool.
Quite often the manufacturers play pretty fast and loose with the term, and you realize that it's "new" only in some broad marketing sense that means little or nothing to an angler.
The older I get and the more ICASTs I attend, the more I realize that "new" is pretty rare. The show is lucky to have two or three legitimately "new" items per year. The rest are simply modifications and improvements (sometimes very significant) on earlier designs.
But "new" sells — as does "improved" — and it's not going anywhere anytime soon.