Having had this tv for 2 weeks here is my opinion for what it`s worth. great black levels, deep colours and great looking set. But when watching sd(freeview) I noticed blurring of detail especially in the mid distance-peoples faces especially. I did all the tweaking and followed the set up advice in whs&v and it didnt improve things much. So..... I borrowed a friend of mine`s 37 inch lcd full hd pana (think it was the "80") and we ran them side by side using the same feed. the result?? no contest.the lcd won hands down in almost all areas. even the black levels were closer than you would imagine. I am not been seduced by the brightness etc of lcd it`s just that it simply had more detail and a far better picture. blu ray was stunning on the lcd and merely good on the plasma. I am very confused as to why this set gets so much praise. Are we all been fooled and just believing what we are told. The set went back today and the guy in the shop said he wasnt surprised that I brought it back and it was obvious which set had the better pq ( no, I didnt buy the lcd-too costly!!) I`m not in to "winding people up " with this post i`m merely stating what I (and others) see. comments???