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Every vendor uses their own benchmarks, their own performance metrics, and their own terminology.
I'm not disagreeing with you that L5-L7 is interesting, and maybe useful for a lot of people. But I would also argue that many folks only need L4 balancing, and that there is no method currently to compare the various products without actually setting up your own lab and testing them in your application. I tend to agree with the current rules which limits testing to L4 capabilities, at least for the first event. It's a good way for things to get rolling wrt industry standard benchmarking in this field, and there is a lot more to a balancer than just the layer at which it makes balancing decisions, which will be tested at the event regardless of layer. Failover, and other high availability features, recovery from power fail events, etc.