I went into richer sounds to see some models i have shortlisted, they didnt have most but did have the pioneer 4280xd. there was a samsung 42q97 right above it and to my surpise it had better PQ than the kuro!! they were all showing a blueray film, i asked the guy which tv has best PQ in the store he said the kuro at which point i asked why the samsung looks better and even he was surprised. wasnt just my eyes, a friend later came i asked him to point out the best one out of the store and yes it was the samsung! the settings were apparantly all tweaked. they were quite similar but the samsung was a bit sharper with stronger colours and the pioneer was a bit softer with less vibrance. i will definately be going to some more stores as i am not convinced its worth paying a lot more for the other top lcds on my shortlist! would like to hear what others have to say about this samsung.