There's a difference between ICC colour profiling (which is embedded in the RAW file and can be changed by the photographer without any degradation in image quality) and what Samsung is doing. The former can only affect the image colours globally (for example, allowing adjustment of white balance) whereas Samsung's changes are local, affecting image data in a profound way that can add hallucinated details which were not present in the original scene. One rather disturbing example is that the tool added teeth to baby photos!