To be honest, I share your skepticism.
This whole new "company" and monitor doesn't instill much trust in me.
I bet this is going to be another case of overpromise, underdeliver.
Take a look at all the text on their website...
the terminology they use, the incorrect grammar and spelling.
Not to mention the pointless quotes from "reputable" websites, just to try and make themselves seem more credible.
Plus my only experience with LG's panels in the high refresh rate realm (27GK750F-B) wasn't a good one...
Just take a look at this facebook ad which popped up in my feed:
They quote AnandTech with no purpose at all, other than to have a reason to put their name on the picture and website...
since all they said are basic facts about the upcoming product, no evaluation whatsoever.
(As there cannot even be one yet, since all of this is just wishes and promises at this point in time.)
My predictions are:
Subdued looks, OEM-esque build.
Mediocre OSD, full of copied features from BenQ's, just renamed and slightly worse.
(Or even not working correctly in some cases... e.g. AW2518Hf and it's 3 step Black EQ, which also adds a horrible oversharpening filter.)
Fast response times with minimal amount overshoot on paper... but ingame motion will look less clear than on my current (then old) BenQ XL2540 monitor.
Middle of the road input lag times, which are as good as a decent 144hz monitor's from a few years ago... even though this will be new and 240hz.
Nowhere near as good and fast of a scaler, as the Realtek ones in post-XL2735 BenQ monitors.
Some of the fancy ports and connections not working as intended on launch, only to be fixed via firmware many months later... with early buyers struggling to RMA their monitors. (Bad customer service.)
I know I sound like a BenQ fanboy... I'm not.
I wanted to hate them for their jacked-up prices and whatever, but then I went and tried high refresh rate monitors from Acer, LG, Dell (Alienware) and lastly, BenQ and the fact of the matter is, that I always had the best overall experience with theirs.
My Acer 240hz monitor had unfixable frasmeskipping, motion looked horribly smeary on the LG, and the Dell AW2518H felt less responsive and looked more washed-out than both my XL2740 and 2540.
The AW2518Hf was then one 240hz monitor which came close to the 2540... it was just as responsive, but as I've said, one of the main features was both lacking (only 3 steps) and broken.
Plus it also cut out occasionally... black and white dots (like on an old TV with no signal) showed up on the screen in random patterns on both of the units I bought.
And this is all just the tip of the iceberg.
Every other high refresh rate monitor's OSD which I've tried, looked like it was trying to rip off BenQ's features, just with weirder and tackier names, and less nuance.
And with all of them, including very highly regarded monitors like the XB271HU, I had the feeling that the people tuning the monitors never played any games competetively.
What I mean by that is stuff like not knowing how to make the right compromise with overdrive for example.
If you're trying to achieve faster response times and more motion clarity on a monitor that is going to be using the same panel as competing brands' monitors, you'll have to crank the overdrive on yours.
However, how you make it look will determine how distracting it will be!
I always preferred the "BenQ OD look", which is: Bright, almost fully white trailing, with a hint of light-blue.
...As opposed to the "Gsync OD look": Dark blue, ink coloured trailing.
The reason for my prefernce being that the darker trailing, while looking better for casual gaming and being less distracting, further obscures the stuff on your screen which is in motion (and is already smeary because of that), while the brighter trails help to somewhat clear-up the blurrines of rapidly changing parts of he image.
I can actually compare both on my XL2540, since when I switch to G-sync compatibility mode on it, the look of the overdrive trailing changes from what I prefer, to what I do not.
Phew. That took forever to write.