This is a rather vague description. It doesn't say anything specific.
Where exactly was stated or who said, that 70D will set a new benchmark for High ISO? ..
"The EOS 70D sensor has been manufactured using new materials in the colour filter, which enables the camera to achieve higher light transmittance. When combined with improved transistors inside the pixels, the EOS 70D is able to shoot at higher ISO speeds than previous models, whilst ensuring advanced image quality."
For example: Raw files, ISO xxx of 70D = Raw files ISO yyy of another Canon camera
Anything else is marketing BS!
Au contraire...it's quite specific, and unassailable truth. Let's break it down:
1) new CFA materials with higher transmittance, and new circuitry
- ok, we have to take Canon's word on that, but why would they lie? And if the new CFA materials lower production costs and just happen to have higher transmittance as a side effect, that's all good.
2) the 70D is able to shoot at higher ISOs than previous models
- it's spec is 100-12800 with one stop expanded, and the 60D is 100-6400 with one stop expanded, so that's true
3) it has advanced IQ
- can be said of all current dSLRs, so that's true as well
See, that's the essence of marketing speak - be very specific and make accurate statements, whilst not really saying anything meaningful.
BS by any other name...