Recent years have seen dramatic progress in the study of joint ergodicity, i.e. a scenario in which a multiple ergodic average converges in norm to the product of integrals of individual functions. This survey, accompanying the talk given by the author in the Perspectives on Ergodic Theory and its Interactions conference to celebrate Vitaly Bergelson's 75th birthday, aims to summarize these recent advances, outline crucial new tools, present various open problems, and highlight the main challenges currently faced in the study of multiple ergodic averages.