strapped for cash:
I've not had that problem. I thought the picture on the 37" X model was quite dull, but not on the G10. It's a funny one. What I've found with my G10 is that, if you turn the 'eco mode' on, the screen can look quite a bit brighter. The eco mode adjusts the contrast on the TV according to the level of ambient light in your room. Not only does this ensure that you get a contrast artion suited to your viewing conditions, but it also, allegedly, cuts down on the power consumption of your set.
For what it's worth, the best thing about the G10 is that it doesn't seem to hve any obvious flaws in terms of the picture. It may not match the sharpness of the Philips, which I also auditioned, but when I fed the Philips a fast moving and complex action sequence I could notice a fair bit of picture noise, which would have eventully driven me crazy. The G10 handles motion superlatively for a TV costing that little, with no discernable trace of picture noise. Also the colour palette is natural and blacks are deep rather than grey. If I'm being hyper-critical, there's a mild red push to the picture, which strangely seems to improve if you set the temperature to 'warm' (you would expect the opposite to be true). This is not particularly obvious, however, but I'm very picky. By all accounts the performce via freeview or freesat is very good, but I can't verify this because I'm waiting to move into a new flat later this week and I can't connect to an external aerial till then.
Like I say, it's largely a matter of preference, but I suspect that the G10 would slowly, but comprehensively win you over once you get it home. If you're looking for a 'wow' element, the range of colour the TV displays is phenomenal.
some tv for the money strapped , the bargain of the year ....