Indeed.  And from the other end work in neurology and applied computer science continues to push out the boundaries of things that count as mere "cheap tricks".  40 years ago, no one would have looked at the face recognition and red-eye reduction features on our $100 cameras and said it was "obvious".  It looks a lot like "thinking" if you don't understand it.  Likewise the operation of much of the brain is better understood than it was in the 60's, and we're less likely to ascribe magic terms like "thinking" to the brain; even things like consciousness are starting to look like a trick (albeit not a cheap one).