TL: DR thought i was onto something, when actually i may not have been. Don't do anything crazy!
My Q80R still has the film on with the tag in the top corner. Peeling that back a little (not ready to take it off yet) appears to make little difference. I watched the youtube vid above, and then went back to the TV, and there is a second film but it's not at all obvious - and in the realms of 'if it's hard to find you're probably not supposed to find it' - you have to pick at the glass edge. However, once found I peeled a tiny bit back and was stunned by the difference. It didn't feel as sticky as the first protective layer.
Not sure how to explain it. I know this anti reflective coating is a nightmare to keep clean, maybe they leave a layer on there for those that do not need it to be antireflective?, or put on by the glass department ubeknownst to the assembly guys who put on another layer?
(should add, I'm not recommending anyone do it, or being responsible for your actions!)
edit: just peeled the first layer back further than before and actually the reflectivity is quite a bit reduced. chances are I'll leave it without resorting to doing anything with the second layer, for now. I did also notice this second layer was more obvious in one of the other corners.
Edit2: just poking around the lower corner as the film is split here (there's a thin strip along the bottom ~3mm or so. What it actually looks like is the antireflective screen does not go all the way to the bottom, but it is there. I think actually there may not be a second layer, i may have been peeling just the blue tag and not the actual film earlier. And I wouldn't start hacking the screen apart if I were you!
