Sony monitors enjoy a reputation for quality and reliability among those who know. However, they are more expensive than comparable products and no longer have any truly unique features since its innovative technology was licensed or plagiarised. So, while it is the best of its kind, it is only one of a kind. Neverthless, because of superior quality, reliability and accuracy, identified in research, Sony monitors are better suited to the human eye and brain. This ad campaign sought to present Sony as the first choice for all corporate buyers as well as its traditional niche markets.