Since you mentioned EQ, I'm guessing you're referring to the Film EQ impulses specifically? Certainly I don't think anyone would suggest a "one size fits all" approach to EQing and I'd have to agree with you if they did. That's not what the impulses are designed for.[:D]
Hopefully this can clarify a bit: The "Film EQ" and Harmonic Emphasis impulses achieve a fundamental sound (prior to any additional EQing) that has a different timbral balance than the source material, but with several differences from normal EQing that become apparent during use (but are difficult to demonstrate during a demo). When used effectively the differences can be heard even with lossy compression and the tiny speakers of a mobile phone (as I've tested on an enV 3).
#1) Phase: With most EQs, phase variances are introduced. The exception to this is normally linear-phase EQs, which suffer from both high latency and reduced bass resolution. The Film EQ and Harmonic Emphasis responses not only work at as low a latency as the Vienna Suite Convolution Reverb but also are especially strong in their treatment of the bass and all the processing is done without the phase artifacts associated with a minimum phase EQ.
#2) Dynamics: If you listen to the demos using either the Film EQ or Harmonic Emphasis impulses (and especially with the two combined) you'll find that the dynamics often come across as more tightly controlled in a very consistent fashion.
#3) Suitability for layering: Because of the effective differentiation between the source material and the different impulses and the phase coherence between them, you can actually use the impulses to create additional sections from a single set of samples without introducing artifacts.
#4) Resolution and detail: The precision, resolution and detail of the impulses exceed what can be achieved with traditional EQs. The sculpting of the frequencies would take an immense number of bands (with all the drawbacks described in #1).
#5) Powerful, quick, consistent change to the sound: The adjectives used to describe the change in sound focus on everything from "warmth" to "focus" or "level of ambience" to "transparency" and each impulse is specifically tailored to a given sample set at a given sample rate. With a couple clicks you have (in essence) with amounts to a different patch from your existing samples.
I hope that's of some help? If not, feel free to contact me personally. Essentially, the impulses are designed to be used more like additional instrument patches and before any normal EQing that would be tailored to a given mix, and this is something that the high resolution convolution approach is well suited to since it doesn't suffer from the usual deficiencies of a traditional EQ in achieving this.
There will still be situations where people would use the original patches. The Film EQ and Harmonic Emphasis Impulses are designed as additional sounds that can provide greater warmth and blending or highlight the radiance as opposed to the full-range and very up-front/immediate quality of the original.
Are there any particular demos or types of demos that would be helpful to you as we put up more in the coming months?