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I'm willing to bet that if I took many of these Blu-Ray boosters and put them in a room with a proper AV set up and had them vote whether content being displayed was upscaled or true 1080p they would perform very poorly unless the content was displayed side-to-side (or back-to-back).

There is a difference that can be seen, but it is not something that most people will notice unless they have something to compare it to directly.