So basically, Musk-oil infused off the shelf products? This could be the "rounded corners" of energy, cue the Samsung jokes.

There have been different levels of awareness for the visual quality of photovoltaic installations before, this one does not strike me as a particularly large jump. Maybe the baseline standard in the US is particularly low so this is relevant? Or do these aesthetics skirt a common HOA threshold?

But in the end it does not matter much. Even if it's all just hype, if the hype leads to installations that would not have happened otherwise it must be a net positive.