The fuss is over:
1) The fact that no shop can afford to carry all these balls anymore. It makes business harder for them, and it also means waiting for them to order balls they can't carry if you are a customer.
2) The fact that the bowlers themselves have a hard time keeping all this gear straight nowadays. Five years ago I could tell you what almost every ball did from the major companies, but today I'd be lucky to know half of what is out there. Options are nice, but it's also nice to look over, see what someone is throwing, and know what it is.
3) Above all, since balls are coming out so rapidly, old favorites have to be discontinued more rapidly as well. By the time you find a ball that really matches your game, it's replacement's replacement is already out.
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Shizzam!