These papers and products talk specifically about shelf stability 6-12 months out and other stability issues like haze reduction. It's a big jump to say that these will do anything other than accelerate the traditional lagering process.
Exactly. It's hard to believe that brewtan could cause a significant improvement in itness that professional brewers have failed to notice. It sounds a bit like snake oil to me. A triangle test should shine a bit more light on things.
Unfortunately, we don't really know what "itness" is, so it may be hard to decide if a beer has "it".
"It" is a phenol in the malt. That oxidizes almost immediately upon dough-in without inert gas or a chemical alternative to eat up/bind to O2. For which different people have different flavor thresholds, just like any flavor compound.
Homebrewers believe pretty readily that if you smell hops over your kettle, that is aroma that you want in your beer, when you drink it, that is instead making your garage smell great for an hour. Why is it so inconceivable that a similar compound exists in malt, and if your mash smells great, those compounds are leaving your wort, and will certainly not be in your beer?