Is this technological doping?
 

I've seen this article elsewhere. Seems like the suit is getting the most hype instead of the swimmers.

Placebo effect. The suit has received an aweful lot of hype that athletes wearing the suit will "think" they'll swim faster (and therefore will). Those not equipped with the suit will "think" they'll swim slower (and will).

Tyson Gay recently sprinted 100m in 9.68s (not a record breaker due to strong tail winds) which gives him 9.77. Current record is 9.72 (Jamaican Usain Bolt). I'm surprised no one talked about the Puma's he had.