Max Dupont

Yes, correct.

And I think that's exactly the point.

I think with glare-free, and it's also, if I could add, it's also the type of features that you don't really know you need until you've actually seen it and experienced it.

I don't know any customer that has bought a glare-free TV and has gone, no, no, I want to go back to a glossy finish.

That's something that we never hear.

Yeah, and I think, look, that retail environment is perfect for it, right?

You've got hundreds of TVs on display across, you know, many, many brands.

I think what I would encourage people is obviously ask, you know, the floor staff to show you a glare-free TV, and often it's sitting next to a glossy screen, right?

And I think just pay attention to, especially in retail environment, right?

You've got lighting pretty much left, right, and center.

So just have a look at the glossy screen and you'll see the reflection.

And then if you've got a clear free screen next to it, do that comparison.

And you will see that from an immersion perspective, it's next level.

And I think, yeah, the point I'm trying to make is if you're going to invest, you know, TVs cost a few thousand dollars.

If you're going to make that sort of investment and you want to enjoy, again, the World Cup or your favorite movie,

There is nothing worse than actually seeing a lamp on the screen or seeing yourself on the screen or any other type of distraction.

If I look at glare-free for us at Samsung in 2025, we improved or we increased our sales by three-fold in glare-free.

uh and we still have a lot more work to do but again it's one of those things that we can't really show on a on a product page on a website you know we can talk about it but i would have you know really encourage anyone to go into a retail store and actually experience that that technology it is it is yeah best in class the other beauty of it as well is we're not making a compromise in terms of

color reproduction, or viewing angle, or anything like that.

Like really, Glare 3 gives you the same experience as any other screens, but just better.