If you work in this business, you should already be aware of the benefits of a good IPS monitor. The average consumer isn't as discerning. LG went for a visceral approach with "So Real It's Scary," a viral campaign that captured the shocked reactions of elevator riders when a false floor of LCD panels seemed to drop away beneath their feet. Turns out frightening innocent office-workers is good for business — the video has racked up more than 8 million views in its first week on YouTube.