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I can tell the difference, it's not a scam... you just have to judge whether you actually need one based on the size of tv you can fit in your room and how far away you sit from it... most probably don't need it though.

a 50" tv you need to be within 1.8m to notice a difference... so yeah if you're going 4k you have to go Big because I bet most people sit at least 2.5m away. Unless you're getting a massive tv it's generally not worth it.