Here is another product that is being launched at Photokina. It is called ViewPoint by DxO. If you've on the DxO mailing list you got an announcement for this product yesterday.
When I first scanned the features my first impression was that ViewPoint could be a challenger for PTlens or the Lens Correction panel in Lightroom. But after downloading the trial and getting a closer look it's clear that this is not a challenger for either because ViewPoint doesn't do barrel distortion correction. It does anamorphosis distortion correction, keystone correction (straightening verticals), horizon rotating and cropping. That's all.
I admit I am totally biased by looking at this product from the point of view real estate photography so in my mind I don't see why anyone would build a $89 USD product that straightens verticals but doesn't give you a way to remove barrel distortion because for architectural, interior and real estate work you need to do both. I even tried to fix barrel distortion with the anamorphosis distortion removal feature, but of course it wouldn't. Anamorphosis distortion is different than barrel distortion.
So in case you are wondering if ViewPoint makes life easier for interior photographers, no! ViewPoint doesn't even come close to PTlens or Lightroom because it lacks barrel distortion features.
Does someone see something I'm missing?