Well, I watched the video and waited the entire time for an example of why a dng profile in LR or ACR (which I also understand to be built on top of the Adobe canned camera profiles) is any better than, say, the direct icc approach of Capture One. All I saw were comparisons between Adobe standard profiles in LR/ACR and the tweaked version as represented by the new dng profile, which may or may not be an improvement. Clearly, in at least on example shown, the dng version was visibly worse, and in others it was just different, and in yet others, not different enough to matter.