Ben Scott
Veteran
People talk about ETTR as if it were one thing. And that might be true if the brightest thing in your scene is a 90% white. But what if there are multiple light sources in your scene, and in some cases you want detail (a lampshade) and in others you don’t. Or you have bright clouds in your scene, and you want them to be somewhat visible. Now ETTR can mean almost anything.
ETTR is all relative but you still need to work on your light/contrast ratios within the scene with all light sources and THEN see how mush you can push the exposure to have a 'safe zone' for the shadows without blowing out highlights. It's a balancing act.
EDIT: Sam I don't think it is flippant at all. The most important thing in our job is control of the photons. Buy a light is probably the best advice I can give to people wanting to get into this game. Buy many lights. Hire lights. Get used light. Get work lights. Get whatever you have to to be able to make enough photons hit that sensor to make pictures that can tell a story. Then you can concentrate on making it look sexy.