Ever wish display tech had longer acronyms? LG Display’s here to help. Today, it introduced LG OLED EX, a proprietary OLED technology that’s supposed to be brighter than standard OLED.

As you may know already, OLED stands for organic light emitting diode. The EX part of OLED EX, according to the announcement, combines “‘Evolution’ and ‘eXperience.'” No, it doesn’t make much sense, but it does give the brand a way to make you feel like any other OLED is somehow inferior.

LG Display really is trying to give current OLED owners a reason to upgrade.