Magnetic two-dimensional (2D) crystals were isolated about a decade ago, triggering a tremendous research activity worldwide. This colloquium raises a stiff question: what is really new about them? At first sight, they seem to be purer implementations of 2D spin models than traditional systems such as ultra-thin films. Yet, they partly realized their promises so far, and whether they give fresh perspectives on long-standing predictions in statistical physics is still an open question. Undoubtedly, they are uniquely amenable to electric-field effect, susceptible to mechanical deformation, and sensitive to moir'{e}s. They are interesting platforms for exploring, challenging, or simply revisiting a wide range of phenomena in condensed matter magnetism. This colloquium proposes a critical, yet not necessarily skeptical, overview of the field, clarifying what we believe could be unique with 2D magnets, related quasi-2D van der Waals magnets, and their heterostructures.