With much fanfare, Runco unveiled the first-ever THX-certified projectors at the CEDIA Expo last year. The Runco VX-2cx family of projectors and the Vidikron Vision models 90t and 100t -- all 3-chip DLP projectors -- all bore the vaunted THX logo.

Seven months later, THX invited dealer feedback during the Runco Getaway in Los Cabos, Mexico, where top Runco dealers and reps actually convened for some serious meetings between the belly-flop contests and wine-tasting soiree.

The verdict on THX-certified video? "Nah, it doesn't really matter. …I guess it's one more thing to talk about," said one dealer.

THX vice president of sales Robert Hewitt and the Runco crew worked hard to sway the skeptics.

"There is a need for a performance benchmark for people to understand what represents good quality," Hewitt said. "People come up with [their own] ways to validate their claims. It's confusing for consumers to understand. ……