Re:
I've done some modelling of the pros and cons of various wheel sizes, and the losses and gains in numerical terms turn out to be small. Usually plus or minus a few percent at best. They should at best be described as marginal gains. If by riding larger wheel your sensing something more than slight advantage then there is probably something else that is different apart from the size of the wheels. Maybe lighter more modern tyres, or lower tubeless running pressures etc.
There is also the placebo created as a result of having to justify spending all that money on a new bike when you already have a perfectly good one.
On certain bikes a particular larger wheel advantages, like rear wheel traction, were negated by the lengthened rear triangle and wheelbase caused by fitting the larger wheels. On others, lighter tyres and rims led to faster acceleration than expected with bigger wheels.
With the basic design of bicycles being unchanged for nearly 100 years, the concept of 'big wheels are better' is an a piece of marketing genius. And the only way that consumers can test its validity is by buying a brand new bike. A bike that probably benefits from other technological improvements in rim and tyre design. So consumers are not exactly comparing like with like.
My own experience is that putting modern wheels on an old bike can dramatically transform the performance irrespective the wheel size. And suspension also makes a bike perform as if its wheels are larger.
One advantage that the 29er riders seem to have missed is that narrower large diameter tyres are excellent in mud as they cut through the mud to find the traction below. The result is lower rolling resistance than with wider tyres, whilst the large diameter ensures a longer contact patch and so good traction.