Do you guys expect marketing dishonesty? I do. I expect people to make games that look worse on purpose with HDR switched off. When you ask the devs why you can't try the HDR mode with your regular monitor, they will have some pretty creative excuses. Truth is, the image will look almost the same, lol. I bet you this tech is gimmicky as hell. If its badass I'll replace my PG348Q, but its going to take some serious bling to make me replace this bad boy cause this thing kicks ass all over the place.