Yes I know. In my view, the Liquid Retina XDR displays have raised the bar though. They have created a mass-awareness & a pressure in the rest of the market, that has driven others to compete & innovate. I know Apple isn't the first either, but previous high-quality display notebooks existed in a niche, whereas the Macbook Pro is kind of the a stock-standard industry-default computing choice that so-happens to set the display bar very very high.