VXJ describes what light does in a room. It does not describe what it does in a body. "The room softens" is a sentence we can stand behind. "You relax" is not, because the room is ours to compose and you are not.

These are sentences that sell lighting. None of them will appear on a VXJ page, in a VXJ email, or in anything a VXJ partner is paid to post.

• improves sleep
• treats insomnia
• reduces anxiety
• reduces stress
• doctor-recommended
• clinically proven
• melatonin
• cortisol
• presence-aware
• motion data never leaves your home
• no subscription
• 16 million colours

A number appears here when it is ours and when it is true. Not a figure from a category study, not a specification read off somebody else's page, not a round number that sounds like precision. Where there is no number we can stand behind, there is a sentence instead.

Any brand could write this list. Publishing it is the part that costs something: it is a standing invitation to hold us to it, and it is the first thing to quote back at us if we drift. That is the reason it is somewhere you can find it.