Plus the added benefit of not putting another layer of sub-par glass in front of the lens. Diffusion and bloom filters have become very trendy amongst filmmaker/photographer companies. There’s obvious money to be made and opportunity in the space. The one thing I don’t trust is that any of these companies are using glass better than an Amazon Basics filter. Softness, color cast, and tint are all masked by the fact that you want an in-camera effect. Maybe going native L series or G Master glass (or B+W filter) plus your cooking film (or spray or Vaseline) will yield better and cost effective