As framers, and suppliers possible as well, we have a hard time looking at things through the eyes of a customer. It all makes sense to us (well, okay, mostly ) I'm with Ted, this kind of phrasing usually does the opposite for me as well. I think TV would be better off stating the facts (99% UV protection) and leave the rest up to us who need to sell the product. 'helps protect, helps prevent' is not helpful at all. Hope TV will do something with it, thanks Rob!