I don't know about LCD, because I decided that plasma was the way to go. I have absolutely zero regrets with this decision, as for my money it's the better option. So while I can't comment on anything LCD exactly, I can say one thing with certainty: Cobra is right, and also wrong. Yes, I think you can detect a difference between 720p and 1080p on a 40" screen (mine's 720p and 42"), but the difference is almost entirely negligible during normal use. Meaning that while you can detect it, it doesn't really matter. On a screen that size it just doesn't make a striking effect one way or the other. I'll tell you that 720p on my TV looks absolutely stunning and doesn't appear like it could get any better, be it a Blu-ray movie or game. It's crystal-fucking-clear and I've seen 1080p screens of the same size running stuff, and I can't imagine paying the price difference. I got a great deal on this TV and the money saved was far and away worth more than the barely-perceptible difference. Popular opinion is that 1080p is completely unnecessary unless you're going over 50", or at least that was popular opinion when I was researching TVs (and this was the opinion of total home theater whores, not just your average folks -- a few people had the dissenting opinion that you could really appreciate the difference, but these people were few and far between). Having done a whole ton of comparison shopping, all I can say is that while the difference can be noted, you have to really strain yourself if you're going to find it. You aren't sitting as close to a TV as to a monitor for your PC, and I actually sit much closer to it than many people. Everyone that came out here for the OWmeet had to sit twice the distance from my new TV as me or they felt sick. So I think the whole argument against 1080p at that size stands well enough.