Why are they doing that? BTW..it seems to be they patented, more or less, the same method Brightside uses for thei HDR displays.
VARIABLE BRIGHTNESS LCD BACKLIGHT
VARIABLE BRIGHTNESS LCD BACKLIGHT
A display for a computer system, such as an LCD, is configured to consume less power when compared to conventional designs. The display includes a screen and at least one backlight configured to illuminate the screen. An input to the at least one backlight is adjustable to produce a desired level of brightness. The input may be computed based on a generated source image and a defined constraint. An input to the display is computed based on the input to the at least one backlight and the source image. The input to the display modifies the level of brightness provided by the at least one backlight to produce a viewable image.