I don't care WHAT the composition of the film is, like someone else said, it's all about TSER, PERIOD. Whether it reflects or absorbs the heat, it's about the rejection OF heat. What I will never understand is why people think HO is "great" for IGUs on flat glass. An absorbing film, like ceramic, can't convection cool because it's on an IGU so the heat will be radiated into the room. Ceramic IS non-reflective BUT you still have 4 glass surfaces that relect the light anyway so what if the film adds 2-4% reflectivity? No layman can tell a difference once installed. Heck, layman don't realize that lowE windows make the glass tinted and more reflective too... Especially on flat glass, save your money and use hybrid/reflective, bonus, safer for the glass too. Ceramic is a gimmick, IMO. However, a profitable one.