The same article was sent to me on Monday of this week by one of our architects. He meant well. Although I have not had someone ask me why I cannot crank out 3 minute renders where "The lighting and shading were spot on. The materials, finishes, fixtures, and furnishings were precisely represented", I expect that question will be coming soon. When you're talking about producing fast design renders for the purposes of collaborating and refining spaces I think they were onto something. That's not how the article was written. Although these words were not used, they made this solution sound like the end all, that will essentially eliminate the need for visualization artists because the architects and designers now have what they need to produce marketing level images (and animations) themselves, so quickly in fact that the game has changed forever. Even if Mark Bassett has put his time into the business and earned the title of "game changer", the article was over the top.
Do we all want to get better and progress as individuals and as industry? Of course. To claim "The lighting and shading were spot on. The materials, finishes, fixtures, and furnishings were precisely represented", as we all know is silly. There is no holy grail of visualization. That's what makes images by seasoned artists so special. The day that I no longer have to work at what I love because it's all done for me is the day I find another line of work.
Maybe one day we can just Google the specs and our machine will squeeze out a real work of art!!