When a big black void becomes artwork instead. Love the difference it makes in a room! Another benefit with this TV was the matte screen model, so it reduces any glare, which is especially helpful with all the natural light flooding in. It makes a huge difference both when watching TV and when it’s in “art mode”, as it makes it more believable as framed art. I can’t tell you how many times this has fooled people. They’re truly amazed when they learn it’s a TV. LTKHome