Buyers of professional and technical products like to buy on what they hope will be a rational basis. Of course, there is always room for branding, marketing and the sales and marketing processes, but buyers want to buy products based on specifications, if possible, so that they can contrast and compare different products, ideally with a single metric or two. We've seen in the comments on the (you might have thought) simple question of resolution following recent Display Daily articles, that even that is open to controversy. Then, of course, there are lies, damn lies, statistics and ANSI lumens..
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