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9 things the S in S'UHD actually stands for — and none of them are Samsung

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Samsung is announcing a new lineup of TVs this afternoon, and it's giving them a typically strange name: S'UHD. We've been puzzled by the name ever since we first saw it on Saturday, but now Samsung is finally providing some answers. At a private Samsung party last night, the company presented nine things that the S in S'UHD stands for.

First, there are a handful of adjectives that Samsung found:

  • Special
  • Striking
  • Sensational
  • Seductive

Then there are the adjectives that Samsung gave some meaning to:

  • Smart (this is meant to refer to the TV's Tizen interface)
  • Stylish (a reference to their curved design)
  • Superb (referring to their resolution)
  • Spectacular (referring to "quantum color")

And, finally, there's this one:

  • Shirring

We first thought that Samsung had just made up a word, but the dictionary on my phone provided this explanation:

shirring /ʃaɪəriŋ/

noun

1. baking shelled eggs

Which probably isn't what Samsung is referring to, but is also very much something that Samsung would choose.

We did learn at least one important thing: the S doesn't stand for Samsung.

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