I normally use very fresh liquid yeast or make a starter from liquid yeast, so I haven't been paying close attention to dry yeast.
I have heard for a few years now that you don't oxygenate dry yeast, and didn't pay close attention until this week.
So, I go to one of the sources, Lallemand, and the verbatim message is that oxygenating dry yeast is unnecessary. Oxygenation is NOT bad, just unnecessary.
Fair enough.
Then, I go to the Lallemand pitch calculator and for a standard batch with Köln yeast, 1.048 6G 62F, I would need 3 packs of dry yeast.
For years, one pack of yeast and oxygenation was fine. Now, the SOP is to but 3 times more yeast and skip oxygenation.
Marketing Ploy or Not Marketing Ploy.
I vote Marketing Ploy.
"It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts." - Sherlock Holmes (A. Conan Doyle)