Napoleon 39" Electric Wall Mount

So, somebody has to ask this: these are not real flames, right? I guess that might be considered obvious since it’s an “electric” fireplace, but with features like “seven levels of flame height and intensity” I start to wonder.

At least put “flame” in scare-quotes, Woot.

In any event, can anyone comment on the technology and quality of the flame effect here? How is it generated and does it look like a cheesy printed screen with a light behind it, or some snazzy SFX?