Finally someone that agrees with my on the rainbow / backlight strobe. Im so annoyed by it that im going to return the TV tommorow and order Samsung LE-40A756 for 1070€. The rainbow is not the only thing i dislike on the TV, the other very annoying thing is the forced sharpness, it's really not nice after owning a TV with no forced sharpness, you can clearly see halos around text even when sharpness is down to 0, this is especially noticable on PS3 dasboard, PC desktop or even when playing games. The clouding when watching from angle is horrible aswell actually a disaster, i have never seen something like this on any other TV. This TV would be stunning whitout this problems but for me they are so annoying that im disliking the picture and not able to enjoy the TV. I know that many people will be offended by my post but this is my opinion and if Sony is not going to fix this in the future then i will never again buy their TV. Btw i agree with you on the Kuro and rest of plasma, imo they are unwatchable, rainbows everywhere.