I am not willing to entirely rule out that there could be a case for a lighter head that occupies the same volume as a heavier steel head…but….
The consistent use of deceptive marketing language in the advertising makes me think the aim is sell to the uninformed rather than make a practical high performance tool.
The yield strength line, 120kpsi = 827MPa, which is higher than some steel, higher than the 420 stainless used in cheap hardware store axes, but not the steel one would get from Hults or Gransfors.
They claim the blade is triple honed, while a similar steel axe is completely dull and must be sharpened by the user. Seriously?!?
They claim steel axes come without sheaths, and have handles that cannot be replaced. All the axes I have bought have sheaths and I have replaced three or four handles…it’s what one does!
The case for a titanium axe or hammer is that certain dimensions are needed for certain jobs. You need a given thickness in order to split, you cannot just keep thinning a steel head to reduce weight without altering the geometry. Similarly, lighter steel heads tend to be smaller, less edge length and less bite depth. Depending on task, a lot of effort in wielding an axe can be used by controlling torque and over swing (follow through). A lighter head can help with this. For splitting I don’t think there is much case for that light a head, but for cutting, maybe.
Mostly I agree it’s a gimmick, like most fishing lures are really meant to catch fishermen more than fish! Stick titanium in something and it will sell.