I have just purchased a Samsung LE40N73BDX. On scenes high contrast scenes the rainbow effect is clearly visible! I have always chosen LCD for my projectors [currently a Panasonic PT-AE700] as I am very susceptible to this effect & find it very off putting. I am gutted to see it on my LCD TV though! How on earth can this be? A close look at the screen reveals what looks like individual RGB pixels per each main pixel i.e. 1366 * 768 * 3 If the individual components [RGB] are created separately then this could explain it. I have just emailed Samsung UK to see what they have to say. All other LCD TVs I have viewed seem to have single pixels & do not display any rainbow effect. This is the first LCD I have seen close up that is 40 though so perhaps it is a size thing? Anyone else seeing the rainbow effect on their LCD TV? If you are susceptible to this effect I suggest you dont but this set.