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This screen doesn't use the anti-reflective e-ink that's so familiar in Kindle and Nook e-readers.
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"The anti-reflective coating requires multi-layer coatings which are slightly more complex than the typical single-layer ones, " Lin told CNN.
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The FCC team found that stacking the coatings one on top of another enhanced the anti-reflective properties of each layer.
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All of these TVs also include FilterBright2 Plus technology, and anti-reflective film to improve contrast levels and cut down on reflections.
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These layers acted like the anti-reflective coatings on spectacle lenses and caused almost all the sunlight falling on the device to be absorbed.
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Additionally, the anti-reflective coating on both sides of the cover improves the review of images on the display after capture, particularly in unfavorable lighting conditions.
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In the new design, the cover glass is fully laminated to the LCD and an anti-reflective coating is applied using a high-precision plasma deposition process.
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Continuing a trend set at this event last year, Sharp also demonstrated its range of 4K models - including one screen which utilises technology inspired by the naturally anti-reflective qualities of a moth's eye.
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But to be fair to Bloomberg and other media outlets, their reporting is simply reflective of massive, well-funded misinformation efforts by anti-development groups to encourage this kind of misleading reporting.
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