Look at the video showing off this exact tech: https://www.youtube.com/watch?v=YdHTlUGN1zw
You feel like you are part of the family while watching this.
It's a completely different vibe.
Honestly, I feel vaguely threatened by the HoloTile Floor demo tone. The way he answers the question about what's it's going to be used for feels like a parent that doesn't want to reveal something to a child.