This may seem like a good thing, but it also usually enables a "vibrant" postprocessing picture mode, motion smoothing, and maximum brightness so the display looks good in a well lit big box store. Unless your viewing environment is similar (or you don't care so much) that's probably not what you want.
I can imagine that there would be a potential to generate interpolated frames that intelligently make fast-moving scenes more understandable while leaving slow-moving scenes more or less at their intended 24 FPS.
Many action movies, especially with close hand-to-hand combat in tight spaces, are difficult to understand visually because 24 FPS just doesn't quite catch the movements.
I sort of don't like it(Old man shakes fist at sky "I want my frames to be real") but they are getting amazing results.