This, I think, might be the monitor's biggest selling point. Yes, it has all of the qualities you'd expect from a professional monitor but BenQ have cleverly pitched it specifically at photographers who want quality but might not have the budget to pay what those pro monitors usually cost. Monitors of this quality typically cost in excess of $1,500, often $2,000 - $3,000. Looking at B&H just now, I see the SW2700PT is available for $599.99. That's less than the cost of a half-decent lens. By way of contrast, a 27" Apple Thunderbolt display is currently $999.00. Interestingly, a mirror at my local furniture emporium would only cost $20 and yet would yield similar results to the Apple display. Looking at the Apple and BenQ monitors side by side on my desk right now, there's no question which I would use for processing. The BenQ wins hands down.