It enhances reality. Don't you want your reality enhanced?
ETA: Seriously, nobody here really knows what it does because it is just a marketing name that Sony invented out of whole cloth.
It probably refers to some very ordinary thing that every modern HDTV can be set to do (perhaps good, perhaps bad, mostly likely good for only certain types of video content viewed under certain conditions), but there's no way to know for sure because Sony won't detail its function in any meaningful way. Sony has a long history of making up marketing names for things like this -- even for things that have well accepted technical names already that are used by everybody else.
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