Earlier today, I had a sponsored post from Samsung pop up on my Instagram feed. It was for an 80-some-inch 8K QLED display that could be mine for the paltry sum of $15,000.
On one hand, $15,000 could be seen as somewhat of a revelation, for it wasn’t too long ago that TVs of this ilk commanded price tags double that of what Samsung is asking. On the other, 4K is in its infancy, and here we are now having to debate over the need—dare I say relevance—of 8K. And yet, despite all my years in this business, the notion that an 80-inch 8K display exists does little to rev my proverbial engine. Samsung’s 8K display does little but make me spec drunk.
Many products over the years have made me spec drunk. That is to say, they’ve been beyond impressive on paper. Upon closer inspection or following first-hand experience, they proved no different than much that came before them. Specifications only tell half of a product’s story, and it’s the half that makes for a juicy Internet post, not so much what it’s actually like to live with and use said product.
For example, I am a photographer by day, and in that community the camera of the moment belongs to Sony and their A Series of mirrorless cameras. On paper (and on vlogs), the A Series cameras are without equal, and yet I don’t think you could give me one—again.
Yes, I once spent thousands of my own dollars chasing specs and joining the rest of the photographic world in switching from DSLR to mirrorless. I spent almost two years trying to convince myself of Sony’s superiority. I was desperate to fall in love with my camera’s specs and to see that love somehow manifest itself in the work I was creating.
Only I didn’t, and it didn’t. I became so frustrated with the user experience that I began to dread picking up the camera. Eventually I sold all my Sony gear and went back to the camera system that had served me well since Day One.
Specialty AV is no different, and the constant “noise”
that specifications generate can be daunting, if not overwhelming. Moreover, specs are designed to create a sense of FOMO in consumers, for who wouldn’t want eight times more of something? Eight times more TV than the TV you’re likely watching, which was sold to you as being four times the TV of your last TV—and so it goes.
And yet, when pressed, my friends in and around this business rarely, if ever, speak fondly of the latest equipment adorning their racks or walls, but rather of equipment of systems past. Is this due to nostalgia? Is it because products of yesteryear were simpler, more straightforward? I don’t pretend to know. What I do know is that the user experience tells a lot more of a product’s story, and it’s the part of the story that resonates long after the newness of a billion more this and a trillion more that wears off.
Andrew Robinson is a photographer and videographer by trade, working on commercial
and branding projects all over the US. He has served as a managing editor and
freelance journalist in the AV space for nearly 20 years, writing technical articles,
product reviews, and guest speaking on behalf of several notable brands at functions
around the world.