The Shade has limited effect on side sunlight. LCD is still very easily washed out. To be really effective shade needs to be at least 2x deeper and not cut down on sides.
Real solution would be a tilting LCD, which allows user to angle LCD out of sunlight, similar to what most other modern cameras allow.
It's very fair to say it does not fully eliminate glare, and its effectiveness depends on the scene. For example, it does virtually nothing if the sun is directly behind you, and works quite well if the sun (or other light source) is directly above you (which is, of course, pretty rare for most photographers since you're usually not shooting outdoors at noon).
What this product aims to do is provide a reasonable amount of shade without needing to be permanently attached or removed to access the touch screen, and which does not take up any meaningful room or weight in your pack (it reverses for storage and weighs almost nothing). I think it does quite well at those goals. Feedback from early adopters has been very good. It's not a panacea, but it helps.
To more completely eliminate glare, but maintain usability of the touch screen, you'd need either a dark cloth over your head, or a movable screen – you point out a tilting LCD which is one option, but that only goes so far and is prone to breaking at a higher rate than a fixed LCD (the absolute breakage rate is still quite low, but the relative breakage rate is much higher) which is a problem for a camera that many users expect to use for 5-15 years. The IQ3's wireless Capture Pilot solution provides for a screen that is totally movable (totally detached from the camera position) and therefore you can place against your chest while facing away from the sun, walked over a few dozen feet to a more shaded location (e.g. under a tree), or even temporarily placed inside your shirt or coat for complete black out. It's very frustrating that the IQ4 wireless solution is still not here, but when it arrives (and we have strong assurance it will) will provide similar mobility for review. Even then, it will be nice to have a shade on the back that knocks out some of the glare much of the time, and most of the glare some of the time, and doesn't interfere with the back's operation. That's my opinion anyway, a biased opinion of course, since we are selling the shade which meets that description
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