Ah, the pioneer effect in full effect- as in - once its proven it can be done, many will do it, finding ever more surprising efficient solutions. And the irony is - sometimes, the guys who are the first - don't even know they are the first.
The other team just has some marketing guy, lying through his teeth about the "progress" they have and what they can do. And some manager falls for that- and press-gangs some real engineers to "just-do-that-thing" - and suddenly you are all standalone USP without ever planing for it.
Happened to the unreal team, who created the z-buffer reflections in the marble floor- because some other "engine" from around the world "could do that" - which ironically was a rendered non-real time image.
To sum it up nicely the real innovators, are marketing gurus, lying with "pretend proof" forcing the competition to adapt. Thank you for coming to my TED-walk
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