Braking in (or "bedding) brakes is absolutely not hokum. It is a must for new disc brakes.

As for the OP, have you tried cleaning your brakes? I have a feeling that, assuming they're actually set up and adjusted properly, a good cleaning of both the rotors and the calipers with rubbing alcohol will significantly improve performance. A lot of brakes out of the factory or new out of a LBS are actually dirty and covered with dust and oils, same with calipers.

Take a clean lint free rag and put some rubbing alcohol on it (70% or more by volume). Apply to the rotors and calipers, don't wipe it off once applied - just let it evaporate off, and voila, SUPER clean brakes. This also tends to get rid of squeaking.

I upgraded my MTB to shimano SLX hydraulics, and I felt the same thing as the OP. They didn't seem as strong as they should be, especially the front. I ended up cleaning the rotors/calipers and bleeding the brakes. The result was a HUGE improvement in power, feel and modulation.

Clean your brakes, folks.