xgman, that sounds more like a marketing ploy then anything else.
Sli memory was basically worthless, as you could do better by simply setting everything manually. And for the extreme tunning, it sounds like intel has just made a generalized version of gigabytes utility or abits utility or maybe clockgen. So while it will probably be a good addition for some people I doubt it will really add much over whats already out there.
Not to say x38 doesn't look interesting, but those "extreme" features realy aren't that impressive.