When the company has a bigger marketing budget, I'd like to see them tout the UV protection angle. There's plenty of research now showing that skin cancers and age spots occur more frequently on our left side, because of driving a left-handed vehicle. Currently available solutions are: dress like an Eskimo, slather sunscreen every two hours, or pay $200 to have your windows tinted (and hope they don't turn purple or delaminate next summer). I can't comfortably afford a luxury sedan, but I would gladly pay $2,000 for SPD in my truck's side windows and in my wife's sedan, just for the UV protection. A good start would be to get the Skin Cancer Foundation's seal of approval (as all of the DIY window films currently do).