Just auditioned the 7404 at Richer Sounds. IMHO, the TV drags up bags of detail, has great contrast levels for an LCD, but the picture just didn't look natural and noise was noticable, even with blu ray. It's still a good TV, and, as with many Philips sets, you may be able to eradicate the issues mentioned above with extensive tweaking. WHF reviewers may get the best out this set once it's propoerly calibrated, but there was a limit to the extent I could play about with it in the store. With the Wall E blu ray the 7404 was fantastic, but the second I changed from animation to live action the Philips just didn't convince me. In the end, erred on the side of caution and walked away with a Panasonic G10 plasma -- for its better handling of motion, deeper blacks and more natural/neutral reproduction of colour. 7404 definitely merits an audition, though...