"It is worth pointing out that Sky Factory's virtual skylights are designed to engage areas of the brain involved in spatial cognition. Peer-reviewed research on illusions of nature have earned international awards such as the Design & Health International Academy Award for Best Research Project of 2014. There's a reason why only our installations have won international architectural awards. As to your point, why not project exactly what's above the ceiling? Projecting the actual sky above any metropolitan center will yield a pale, not-so-blue sky that is high in pollutants, distorting the sky's actual hue and color saturation. Part of what makes our Open Sky Compositions compelling is the richer, deep blue of high altitude skies that trigger the non-visual biological effects of light in our circadian rhythm. (There's a receptor in our eye that identifies this light frequency or color temperature to trigger biophilic engagement.) There are over 20 design parameters to consider in triggering a biophilic response. The core physiological benefit of a biophilic illusion has to do with its spatial component, mitigating the deleterious effects of enclosed interiors. As for the second comment, we do have a line of Digital Cinema products featuring real-time dynamic motion of sky events. However, the power of biophilic illusions is not in whether they are in motion or not, or whether they reflect what's outside the building--that's why they are illusions! Their healing power comes from creating a palpable sense of open, undisturbed sky as part of the perceived external perimeter. This effect, when achieved, provides multiple cognitive benefits. Also, the "lighting innovation" referenced in the article does not change the perceived dimensions of the environment as the "skylight effect" is achieved by directing the observer's attention within the space--to follow the simulated sun light moving across the room--rather than set one's gaze "outdoors" by providing a neurological stimulating biophilic composition. Moving light around within a room may mimic sunlight, but it is completely different from creating a palpable sense of open skies above you."