I'm guessing that it's their "fancy" way of implying that the curvature of their drops are somehow ergonomically superior to... whatever.

Bars are very personal. First, I would concentrate on the shape of the drops - you want something that's going to be comfy for whatever hand positions you use (and that allow full access to the brake/shifters) and reach/drop that's appropriate for your flexibility. After you've got that sorted out, ponder whether or not similar carbon bars are worth the price difference.