I believe most of this can be emulated nicely by using lens ST maps to assign custom camera ray directions for each pixel. Their demo seems to also offset the

I believe most of this can be emulated nicely by using lens ST maps to assign custom camera ray directions for each pixel. Their demo seems to also offset the camera ray source a bit, so one would need another ST map for that. But all in all, this looks like someone could code a V-Ray plugin to implement it in a weekend. I'd be truly interested to learn how this works out for them, business-wise. I don't think they can patent lens distortion and I don't think the implementation is difficult enough to protect against copycats. So how do they win the competition?