While there may be some advantage to an expanded colour gamut, I have no idea why a TV that's "40 times brighter than conventional" models is in any way desirable.
My current television can output more light than I find comfortable; and I don't need my TV to double as a sunbed.
High native contrast is one of the foundations of a good picture. Excessive brightness isn't.
The sad thing is that manufacturers and technology companies invest in ideas that are marketable through quoted bigger numbers.
For customers with little knowledge of how televisions work, these numbers may suggest they're investing in something demonstrably better, when in reality there's nothing worthwhile gained.