Yes, I remember them starting to talk this way a couple of years ago at the Pebble Beach, CA showing of the new GS350. And gradually the better products started trickling out.
I do like the direction Lexus is going, they need to stick with it. A lot more work to do. For example the 3.5L 306 hp engine is a great engine and certainly competitive, but largely unchanged since 2006, It's about time they worked on this engine a bit for another 10% more power just to get more of an edge in this premium car business.