It could be motion artifacts you're seeing, or it could be how the TV's are set up (contrast, color, sharpness at MAX in the showroom.) One thing I noticed with LCD's when I was shopping for a new HD tv last year was no matter what the refresh rate the set had the motion artifacts were still present. I'd also read the comment that some movies with real actors looked like it was a cartoon movie on LCD. I did notice that effect in the showrooms (that's why I bought a plasma.)