The model allows for infinite reflectance, so this work opens an interesting window into future improvements. When the reported Q passes 10^12, you'll know that they're on to something truly special. Bulletproof measurements of Qs greater than 10^5 are a challenge, so it may be a while.
This paper was the coolest thing (to me) in last week's Nature.
Paywalled links (the authors have not chosen to put it on the arXiv):
http://www.nature.com/nature/journal/v499/n7457/full/499159a... http://www.nature.com/nature/journal/v499/n7457/full/nature1...