What is meant by ‘getting lighting right’?

Contrast is the key to getting lighting right.
Have the right balance of light between merchandise and surrounding environment.
Some retailers have taken it to extremes – where the contrast ratio is very high and is in favour
of merchandise.
Other retailers are at the extremely other end of the spectrum, when emphasis is equally on
the surrounding space and merchandise.
If anybody who carefully plans their lighting has contrast ratios that tip the other way, to
illuminate the surrounding space to a higher level of than the merchandise, it defeats the
object, as everything except merchandise would be illuminated.