If you spend enough time in this industry (or enough time observing it), you'll learn that there's always some newcomer who'll claim to have found a shortcut to a qualitative and/or stylistic goal. It reminds me of those Japanese scientists that broke down the chemical composition of many First Growth Bordeaux, and claimed that they could replicate, say, Chateau Mouton-Rothschild in their lab. The resulting beverage was crap.
Time patience and tried-and-true methods have a reason for being the industry norm...at least when the highest possible quality is your goal. As P.T. used to say, there's a sucker born every minute.