There doesn't really seem to be anything interesting about this. Also while the US plug makes some pretty compact power adapters, the effect is largely ruined in the EU and UK with their wider more cumbersome plugs.
Agreed. Seriously, am I missing something or are the compact chargers from various other companies at least as compelling as this? I've got a nice one from Lenovo with high output and a smaller form factor than this. (Several other manufacturers have a similar size and output so nothing special about Lenovo here). The Apple one, while maybe smaller then their usual, is still bigger and appears to be short and "fat" which can limit where you can plug it sometimes.
Or is just another "but this time it is from Apple" kind of thing. (All the vapor chamber talk from a few days ago had me scratching my head too.)