This is the new $21K Mit LCOS, capable of 1080p. If they are not running at least 1080i on it, in a protected blackened viewing environment, they are missing the whole point.
But then again, let me backpedal a minute.
As a light-operated device, a darkened room would actually show up its black level limitations more than keeping it as highly set in its contrast as possible, in a normally lit environment. In a light operated reflective-technology device like LCOS, high contrast is not unwelcome, and will not do any screenburn.
If they really want to sell tons of them, they should aim it at the door as you walk in, preferably across a long, long expanse. Then watch you gasp as the picture stays incredibly tight no matter how close you finally wind up in front of it.
Mr Bob