In the cheapest LCD monitors, the brightness control just changes pixel values and doesn't affect the backlight. Hope this one's better, since the claimed brightness of 350 cd/m^2 is far too bright (you should have less than 120 cd/m^2 in a dark room) and is probably bad for your health.
I'd guess they've fixed it, but there's no way you could tell from their "tech specs", which just list the same huge numbers (1.07 billion colors!) as every other manufacturer's LCD.
It's a little worrying to see a Contrast control, too, since that makes no physical sense.
Brightness is not even close to being enough on modern displays. Looking at a 700nit display outside is still at most only half as bright as looking at a sheet of paper in the same light conditions. 350nit is nowhere near being bad for your health. I can only recommend to try out a high luminance display.
I've been using them for years for inexpensive yet high quality cables, I thought their reputation was pretty well established. Maybe I missed a scandal out there somewhere.
