The key word here is recognition. Better, faster, more efficient classifiers.
The algorithms for training a better representation of the features, not just features itself is a big deal, but it is, again, supervised learning.
The adversary approach, which gives additional feedback for better training, is mere sophisticated supervised learning.
Take one of the best papers survey (which is an emergent new genre in hipster's blogs) and one will see that there is nothing fundamentally new, apart from sophistication and additional feedback.