I had a very brief look at the new F5000 and F5500 and was impressed by the clarity and contrast. Maybe a sign that higher end Samsung will be even better? That said I'm not sure that the difference in PQ was so great to justify overlooking last years sale models. Its a tricky one! I'm in the same boat. Either the 37ES5500(£399) or the new Panasonic 39" EM6 or E6b. I am in a win, win situation though as Currys have told me if I take the Samsung I have a 21 day cooling off period should I wish to return it. If it doesn't work out I will exchange for a 39" Panasonic.