Indeed. Most of the tricks they use come from the holy bible of procedural rendering books (Texturing and Modeling, Musgrave et al) and are relatively superficial (and really not so difficult).

I don't argue there exists a tremendous number of configurations but I don't think they are not substantive enough to make a difference. Look at Spore if you want a case in point.

The hype train is very strong with this game because the media loves a good indie darling. I'm not convinced yet but have high hopes!