Put that section in the water with tank lighting and it looks 100% real. Granted, there are some cheesy fake corals out there. I haven't seen ATM make any.
There's what actually works in saltwater and what hobbiest tell you that you NEED to have to work. Two very different things. The term "live rock" is just surface area for bacteria... same as in freshwater tanks. The reason most marine keepers swear by it is b/c they don't have enough mechanical filtration. If you get the crap out of the water prior to it break down as part of the nitrogen cycle, you don't need massive amounts of aerobic bacteria to convert the ammonia into nitrate/nitrite. Marine LSS need to be a few steps higher than fresh due to the way marine fish keep themselves in check with salt levels in the tank... higher waste output.