Is anabolic protein a marketing ploy?

First heard of anabolic protein a week ago googled it got a lot of sites with marketing their powders and drinks a few little summaries about how it helped in muscle recovery. Leaner muscles etc. I looked at the ingredients seemed mostly comprised of amino acids. Is there more to it then that? Because a healthy diet should be enough to cover it naturally. Of course some foods are richer then others in this respect… any knowledge on topic will help.