Sony Xbrite Displays?

Does anyone know anything about or where to look for a review or more info on Sony's Xbrite LCD monitor technology, which in my opinion all it does is make the screen look rich, glossy, and glassy. I think it looks pretty cool, but I don't know how practical it is or anything about it. Does it actually do anything else, such as increase brightness or contrast? Does it make glare worse? Is it part of the LCD panel itself or is it a coating? Does anyone use it or something like it besides Sony?

Thanks!
-Jaws