I think their message (or K2's at least) of getting two lasts out of one is incredibly disappointing and ultimately detrimental to people's understanding of how a ski boot should fit. But the system works, fits better, and is far from being a gimmick or a flash in the pan.
The full hyperbole can be read here:-
Loaded with all the tech but without the weight of a high-end performance alpine boot.undefined
k2snow.com
"BOA® on ski boots? Yep, you read that right. It’s the biggest advancement in skiing, let alone boot fitting in sixty years. "
"We’ve named this all-new boot last our MultiFit

last, ranging from 97mm -104mm. Fitting a wide range of feet right out of the box and eliminating the need for both a “Low Volume” and “Mid Volume” fit."
and the most laughable to me :-
"Say goodbye to all your boot-fitting woes, with the new Recon 120 BOA® . Its redesigned shell delivers a better “wrap,” and a more even pressure distribution across the foot. Gone are traditional pain hotspots caused by overtightened buckles,"
Errr, my forefoot pains from new boots (recently experienced due to my old Atomic Hawk cracking ) is alway due to my sixth toe like very, very many others... doesn't matter how loose or tight the buckle is - assuming the boot is not so preposterously oversized i.e it's a proper boot fit.
After punching, those 2 buckles are indeed loosely tightened just to get a seal and then it was back in with my Zipfit liners once the shell was ok, and Zipfits also allow my top two buckles to be only one finger easy latch tight just to take up boot shell slack.
Come to think of it,
Zipfits are the biggest advancement in boot fitting in sixty years.
