FWIW, I have the Viewsonic BCP 120, which is technically a 0.35 gain screen as well, and looks identical to my XY PET Crystal sample I received. Either XY is exaggerating their gain, or Viewsonic (DNP) is being very conservative.
My Home Theater
Screen: Viewsonic BCP 120
Projector: Optoma P1
Receiver: Yamaha RX-673
Speakers: DefTech 8060-ST, KEF T101 Surrounds, SVS PB1000