As I understand it, the new recording standard EBU R128 is deliberately designed to combat the ‘loudness war’ which has occurred over the last 20-30 years.
It defines acceptable RMS v Peak levels in a way which literally means that if you don’t mix to -23dB LU then your material will actually be reproduced quieter than material which is mixed to -23dB LU. So there is no point upping the RMS to silly levels with compressors etc to try and make your material sound louder on replay/broadcast etc as you will get the exact opposite of what you are looking for.
It changes the whole approach of how you mix tracks to a main mix, but I believe will result in better recordings with much more dynamic range that has been the norm for a while now. This has to be a good thing IMO.
When movie dialog is almost as loud as the gun shots, something is very wrong.
This video is a very good introduction to the subject.