Scatter winding, as opposed to a very regular winding, does have other advantages than pure marketing hype.
Strictly parallel wires in a coil tend to behave in specific ways electromagnetically speaking. This can get pretty complicated, but basically the end result is that some frequency bands will get canceled out or attenuated a lot. In a strictly random winding, you don't get these annoying side-effects.
That said, doesn't mean that "random winding" is "better". It's just different, with potentially more harmonic content, indeed. Doesn't mean that you'll like the sound. Again, it's just different. I agree that some marketing people use this as pure hype, but there is some physical backing to it.
In a nutshell, we can say that it's more difficult to make a strictly regular-wound pickup have a "rich sound". But anyway, I think most industrial pickup winders nowadays have the ability, besides winding in a regular pattern, to wind in pseudo-random patterns too. So you get the "scatter winding" effect, so to speak. You don't need to wind by hand to get it... Some manufacturers will tell you about it, others won't. The bottom line is that you like or don't like their pickups. Who cares about what they tell you? ;-)