Yep, I was a non-believer at first. Then I downloaded their software. Sometimes I just try random stuff and get stunned by the results. With Gigapixel AI (for photos) and with Video Enhance AI. It's all about finding the right upscaling model.
Sure, you can over do these and it's about finding the balance. Is it just sharper or is it really better. Same goes with remastering audio. Question I ask often to myself, is it better or is it just louder?
"It's just clever denoising, and sharpening". Sure...I still prefer the enhanced version that gives just an "illusion".