It’s a form of product advertising: “You should hear Steve’s 5.1 system, he can hear the movie properly, the sound is so great!”, “He also has a 1:500000 contrast ratio so he can see faces on his screen that we can’t see on our pitch-dark screens. He can actually see the orcs on LOTR!”

And when half the consumers will be done with this upgrade, we’ll invent something new.