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Where I see JVC having a huge advantage to the two other VPs that deal with DTM is that JVC has their projectors in-house 100% of the time and can experiment with settings and getting every single bit of power to make DTM looking great on a single product (ok, 3 products based on almost identical hardware). If JVC can squeeze their hardware lemon for more juice they might create a DTM algorithm that works on a sub-100 nit projector.I think the key word in the video is Customization. So you will be able to customize the HDR tone mapping to best fit your system.
Having tested all three on my RS3000 I can say that JVC is about 60-70% perfect while Lumagen & MadVR are closer to 90-95%. JVC just needs to tweak for their own hardware while the latter have to tweak their hardware for all products.