I think manufacturers are realizing that the DWR treatment plays a lot larger role, especially in sustained rain of keeping you warm and dry.
From a recent backpackinglight article
When the face fabric wets out, the laminate changes state. The garment gains water mass, and conductive and evaporative heat losses increase, while the vapor-pressure gradient across the fabric system is reduced. At this point, internal condensation becomes more likely. The wearer may experience the garment as wet from the inside even when hydrostatic resistance (resistance to penetration by outside precipitation) remains intact. In this condition, a shell can satisfy a laboratory definition of waterproofness while failing to provide acceptable comfort while hiking.