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They look pretty good, but the samples shown don’t really look that much better than taking a photo / scan and doing your own IMHO. They look a tad sharper, but could be achieved by shader tweaking – and all without shipping samples.
I’m not their market though, this is likely for large scale projects, like manufacturers etc.
Long time ago, there was a great plugin for photoshop that could extract a very physically correct displacement map out of at least 3 photos. The only thing you had to do is to find a source of parallel light (sunlight) and a turntable. You put the camera on a tripod, got yourself a lazy susan rig with the material that you could spin in at least 3 positions and also you had to know how to compensate for lens vignetting (like camera raw is able to do now) and you had the perfect displacement map.
… Not perfect, because that method creates shadow artefacts, as is actually for normal maps.