At my workplace, we sell 'mass market' products, which include the DLP from Samsung, the LCD from Sony, Pansonic, and Zenith, as well as the LCOS from Philips and Toshiba. On day to day picutre comparisons, most people light on either the Sony or the Samsung. The differences are not very subtle. Sony has its traditional picture which involves an extremely bright picutre, and oversaturated colors (which can be mitigated to a point, but seems to never want to get fully under control). The Samsung delivers a more 'natural' picture, however, at the sacrifice of some color depth. At a larger viewing distance (14+ feet from the screen), I have yet to find anyone who can honestly see a difference in a CRT versus the LCD. Directly above the main viewing of our LCDs we have placed our Plasma sets, and again at 'normal' viewing distances, the picture qualities are comparable, with pros and cons on both sides of the fence. I will tell you this, however, if you settle on the Sony, don't expect to be able to take home one of the larger sets this year (expect January). Sony is shipping less than 20% of its orders at this point, with no relief for the situation in sight.