Yes, pitching is a whole new game now, and the Rays have been at the forefront.
The Rays might also be an example of how you have to be careful not to out-clever yourself, as Cash may have done with McClanahan in Game 4, bringing him in in the 3rd. I was re-watching some of Game 4 last night and it was almost comical how much Smoltz talked about McClanahan being taken out of his routine and how that might affect him adversely.