I tend to think of these NV Labs models as architectural demos and ‘free razor blades’ — they’re more intended to inform internal R&D, get customers something that lets them do what they want quickly, and enhance the state of the art.

In this case, what looks interesting is the one minute coherence and the massive speedup - they claim 36x over open models with similar capabilities. You can tell they aren’t aiming for state of the art visuals — looks very SD 1.5 in terms of the output quality.

Agreed the marketing angle. But beyond the marketing angle what seems to matter is the access to data - look at Seedance , various Kling models etc which are far ahead of others.