@karahbit yes we have been saying this since a few years before Iris existed, though it sounds like our marketing isn't as good!
With a majority of LED backlights today showing essentially no flicker when they dim (see https://www.notebookcheck.net/PWM-Ranking-Notebooks-Smartphones-and-Tablets-with-PWM.163979.0.html), we don't think this is for everyone, as it has an impact on contrast and power usage. But with a display with bad flicker, it's absolutely a good way to do it.