Sure it's makes a good marketing bullet point, but I wouldn't call it a ploy as I see a real benefit to iPhone going 64-bit that no one around the web seems to be mentioning. While some people gargle on DED's balls as he trys to defend a technology that offers little benefit in its current implementation, I think Apple is busy setting up a base for future products (I believe jungmark hinted at this). Having both 32-bit and 64-bit versions of an OS adds a level of fragmentation and introduces the need for backwards compatibility. Once iOS reaches a point where the benefits of having a 64-bit OS can shine, I'm betting that they won't have to be concerned about offering 32-bit compatibility at that point as the legacy devices will then be 64-bit as well. If this is what Apple is planning then I think it's a really smart move on their part.
Interesting attempt at damage control in the "64-bit is a hoax!" Android camp, but I believe your attempt to characterize the A7 using "nothing now, but 64-bit will be important when Android has it!" explanations is simply wrong.
Among the apps being able to make immediate, noticeable use of the A7's new architecture is Touch ID, encryption and likely also video codecs. Also, even if there weren't ANY apps that went 64-bit, having all of the bundled software on the iPhone running against the modern, optimized new instruction set, with access to new registers and cache, all optimized by Apple's LLMV, will deliver immediate benefits.
You can stir up distractions and ridicule those who do get it, but the fact is that you're missing the truth because you're so indebted to a particular ideology that isn't working. You might as well be rooting for Linux netbooks.