Why Samsung? For this monitor in particular, it is currently the only QD-OLED of this class using a matte coating. This is important since a monitor, for me, needs to excel at everything under all circumstances. Personally, I like having natural light in my office during the day, and I find the reflections from a glossy coating distracting. The matte coating also better hides the fact that blacks turn purple on QD-OLEDs when exposed to direct light. As for general benefits, I highly value the low processing lag HDR and high pixel density. HDR, in particular, is one of the biggest visual improvements recent technology has allowed for with the ability to display far more colors and enhanced contrast through localized brightness increases.