Here in Munich, we call it "Schädelstoff" due to its reputation to cause a bad headache the next day. ("Edel" means "noble", "Schädel" means "head")
I have exactly one single friend that likes Edelstoff (needless to say, he is not from Munich).
I should add here that Augustiner Hell is basically _the_ Münchner Hell. If you bring anything else to a party, you will have to justify it (except for Tegernseer Hell, which has become quite popular in recent years).
I briefly searched skimmed the discussion on hobbybrauer.de, but there was little valuable information on how to clone it. Adding to what Miraculix said, Augustiner also makes their own Tennenmalz (floor malted), but it is unknown how much of the malt in their beers comes from their own production.