I have never used a WLF finder camera - and I dont hang around in camera shops much !
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Mirror reflex prism finder camera, image looks normal.
Mirror reflex direct matte screen viewing (WLF), image is reversed but right side up.
Direct matte screen viewing (large format), image is reversed as well as upside down.
Some shooters (myself included) find that viewing images direcly on the matte screen abstracts the image and helps composition. In my experience it helps you take focus away from the little things and makes big things more important (where should that person stand, instead of should that person really be wearing a pendant...)
WLF finders should be brighter as light does not have to travel through "more glass", but seldom are as the light from the outside and reflexes from above makes the light shining through "dimmer". (I don't know this for a fact, it's just my experience, if anyone has a correct definition of matte screen brightness vs. prism finder brightness, please chime in...)
The larger the WLF, the better, differences are much more apparent than prism finder viewing... (Try using a WLF on an old nikon vs. a 6x7 format WLF.)
-axel