Right, I think it's a continuation of the trend I'm seeing where everything is optimized for advertising and marketing. Essentially, everyday functionalities and practicalities are displaced in favor of fresh paint and shiny things.

My place has full floor to ceiling windows.

I invested in automatic roller shades. It was expensive but worth it.

It's amazing and way better than traditional windows. Winter isn't anywhere near as depressing anymore. I can control the amount of light that comes in far more than someone with normal size windows.

Since the windows are new glass with multiple panes I notice very little difference in insulation performance.