(...)
When using a non-standard window such as 9% (everything else equal), the cheating algorithm can be bypassed so the TV reveals its true colors.
This is deliberate cheating, an orchestrated effort to mislead reviewers.
Vincent Teoh of HDTVTest first identified and
documented the issue on Samsung's S95B QD-OLED TV. FlatpanelsHD has since identified and
documented the
issue on Samsung's QN95B 'Neo QLED' LCD TV where it gets even worse.
QN95B not only changes its color and luminance tracking during measurements to appear very accurate, it also
boosts peak brightness momentarily by up to 80%, from approx. 1300 nits to 2300 nits.
(...)
It is benchmark cheating and it is far from the first time Samsung has been caught.