A huge selling point for cameras in recent years has been their video capability. This is a result of the megapixel war being over, and manufacturers perceiving the need to sell their products with some magic number. For a while it was “full HD” (high definition) video, but now it’s “4K.”

For those of you who don’t know, 4K doesn’t express resolution the same way “megapixel” is supposed to express resolution in a still camera; it represents the fact that the long dimension of the recorded and projected image is approximately 4000 pixels.

Cue the eager reviewer in Hong Kong or Istanbul or Las Vegas, talking about bit rates and autofocus and color styles and F-log. Cue millennial in skinny jeans and pretentiously-ironic Fedora, leaping from the railing in a parking garage in super-slow-motion, super-high-resolution. The reviewer’s voiceover says something like, “If it weren’t for the better XYZ in the PDQ, I could recommend this camera for it’s striking 4K video.”

What’s missing from all of these reviews? All of them? A script.

Essentially, 99.99% of all 4K video is demo reels that don’t tell any story of any kind. It’s another seriously misplaced priority in the imaging world.