Yes, pleasing illumination, but as with so many of these sorts of pictures, it all comes down to soft porn. No bodies, but the sentiment remains: look at the bath shot, for example: who in hell would seriously consider having all that fabric in a place that's constantly suffering extreme humidity (I assume some of these people actually do bathe now and again)? And as for stand-alone baths, dear me, is splashing allowed?
Frankly, there are those who criticise fashionistas, fashion and cosmetics photography as a bit OTT, but they have nothing to be ashamed of when held up against the bella casa syndrome!
Hey, this is no criticism of the excellent photography; it's all about the aesthetics of the idea behind it all: that people live in a showcase/fishbowl, that style is everything and living comfortably somewhere, something quite else. Maybe therein the answer: they really live in the garage or the guest wing.