I think this is where expectation management and hype can collide with reality.
I have never listened to the Nuraphones but I do listen to the AKG N90Q with auto calibration and DSP. I have no idea how relevant this is to Nura but I will offer a few observations on the AKG's. The tech does work, and works well, but it is not a night and day difference and it is much more polishing an already very good headphone. Even without auto calibration the sound is excellent, using the calibration system does make the sound slightly cleaner and sharper but it is a subtle difference and certainly doesn't transform anything.
Unfortunately marketing people often get carried away and go to far in their claims.