Sony over-exaggerating OLED TV claims?

The Sony XEL-1 was released earlier this year when it was unveiled at the Consumer Electronics Show. The $2500 TV is notable because it is the first in the US that uses OLED technology.

Sony claims that the XEL-1 maintains its brightness for 10 years, or around 30,000 hours. However, DisplaySearch tested out two units and found that they would lose half their brightness in just 17,000 hours of use.