Things are changing, perhaps not as much as the marketers would like us to believe, but coatings (like everything else) are being improved with technology. The tricky part is sifting through the BS and double talk of the marketing campaigns and figuring out the real capabilities of these new products. After all, if they can make this work it would be an improvement for the industry.
Take a real hard look at products like PPG's Breakthrough, and BM Aura, not to mention advances in the world of industrial coatings ad DTMs. In the realm of lacquer, pre-cat products have done away with the need for lacquer undercoats in many instances.
I suspect we will know a lot more about these "improvements" five years from now. As the natural selection of market forces weed out the duds, and the performers rise to the top. In the mean time, I'll keep experimenting. We'll never know if we don't try.