So I have just been playing with this new feature today and it's pretty powerful, I knew it wouldn't be as simple to what they showed in their video but it is still very useful for the majority of scenarios.
For those of you who don't know what this feature is, it's basically and upgrade from the clone stamp tool, it looks at pixels around your selection and tries to calculate what should be inside the selection you are filling/replacing.
I find it works quite well on a smaller scale and zoomed in but depending on the item you can do a large select and fill then work your way down to save time.
See a basic example below, this didn't take me very long at all to do using the spot healing brush tool with content aware turned on.
BEFORE
AFTER