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Screen brightness

Star I
I have been interested in Zenbooks for several years now. The most exciting spec is screen brightness. Asus also quotes screen brightness of 500, even 600 nits (50-150 nits brighter than the competition). However, when professional reviewers apply their light meters, they are unable to get anywhere near the same brightness level. In some case, 100+ nits below. These same reviewers get brightness levels within +/- 25 nits of the spec'd brightness on competitive laptops. This is not an isolated case, but on dozens of models over the past 3 years. Why is that?
I am interested in the upcoming Zenbook 14X Space Edition with 550 nits, but I am skeptical that it will reach the spec'd brightness level. What can you say to convince that you can deliver the stated brightness?