Brightness wars a bit out of hand here

I've been into display technology for a long time at this point and have bought flagship TVs when it's time to upgrade for 4 gens now: CRT to Plasma to LCD to OLEDs and use to have DNICE calibrate my televisions. I've had an MLA panel LG for awhile now and I must admit, I run the thing at 50% brightness otherwise it blows our my retnas. I can't imagine having something even brighter now.