Hey all, it's been almost a year since I posted this article here ;) and a few things have changed - so it calls for an update... first here and later in a new post.
I started to use Lumion in production and also actively promoting and selling it to our clients as well. It has come a long way since the initial only good looking landscape scenes. I've also showcased the use of Lumion in AD2 at Venice this month and started to pick up more feedback form actual clients about the use of it in our 3d design process we offer them.
What I can say so far is that Architects really like what they see with this tool - it is very similar to the reaction I've seen when SketchUP first showed up 10+ years ago. Letting a few of them to try it they quickly became addicted to it! The fact it comes packed with an extensive library (Ultimate Version) and an easy to use one allowed them to dive in immediately and dress up the model while exploring it in real-time.
As for me, doing the work... although it is not V-Ray (far from it), I find I have very good control over materials so I can push the generic look and get into more custom things if I so choose. It is not optimal and many things can't be done yet (that I'm used to in 3dsmax and V-Ray) but really - getting unlimited views + animation ALL IN A SINGLE DAY + THE DESIGN WORK... this is something else. I don't consider this in par with marketing visuals (yet), but for design process this is better.
I do believe it is a game changer now.
I started to share more insight in a forum thread - http://www.ronenbekerman.com/forums/gpu-based-rendering-real-time/1411-playing-around-lumion.html