They also have exclusive video footage of the technology in action, downloadable from the site.
"Opinion on these new cinematic effects is split. On the one hand, there is no doubting that they're pretty "cool" and in terms of making games more cinematic, they are definitely bringing movies and games closer together. However, there will be a significant number of hardcore gamers that will not welcome these changes, just as the resisted HDR. This vocal minority oppose any eye-candy that might get in the way of holding a competitive edge."
You can check it out over here.