In my opinion, there have always been two trends/concepts in Archviz, but spanning other digital and creative disciplines. Not necessarily genres (commercial, competition,etc..), or styles (dreamy, photorealistic, gritty,etc..) but rather approach.
Technical and creative.
They're both important, and shouldn't be competing against each other but certain people stress one over other too much. Great imagery works when it's technically well executed but holds up to artistic merit.
This forum and large part of community is absurdly obsessed only about the technical aspect. Understandably, it's rendering forum, not painter's club :- ). But it creates this false idea that behind success of some work,
is some technical secret. Secret of any sort that once you learn, you will be able to replicate the success to same extent. Holy grail of rendering.
I do personally love technical knowledge, I love scientific explanations behind tools and I admire pedantic approach to scene creation. But I take it for what it is, it's base. Base to be built upon creatively. No settings, special lighting rig, kick-ass shaders, or overdone scratch&grime textures make imagery look good and serve its purpose (show or sell idea). That lies in personal approach to creative side of the project, fueled by individual developed taste coupled with experience.
Some of our projects I am most fond of, have nothing special going for them in technical side. No special numbers. Just peculiar attention to patiently trying to find how to make my vision of the project work best. If I want to make a bedroom look warm, peaceful I place simple Sun&Sky, and rotate it in few degrees in each direction, multiple times, slightly changing intensity between strong shadows of Sun and illuminating ambience of Sky. Angle, light intensity, shadow softness, temperature. Few artistic variables, and I tweak them painstakingly until I reach what I like. It can be hours, or maybe few days ? After years, it might be bit faster, but nothing changed.
Regarding Evermotion, it's often their 'quantity>quality' approach. If you make 99 scenes in 2 weeks, they're going to look that part.