Everyone's got a variant of AlTIN/TiAlN...What else is new?

Anything new these days have proprietary names and it's super frustrating tying to find comparisons between modern high performance endmill for crappy materials.

AlTiSiN, I hear is the new good stuff but every brand that seems to carry them obfuscate it like harvey's "tPlus" or Fullerton's "FC-20", SGS's Ti-Namite-M. So you don't really know what you're buying.

Then there's AlCrN. How good is that vs the other coatings?

What kinds of weird and wacky coatings have you found great success in your crappy materials?