I bought my 50V500 two weeks ago. What an image it produces...in the store. DVDs look like you can crawl inside the picture. It's that good! But beware.... I use Dish Network Sattelite. Little did I know that the image coming from the dish would not look anywhere near what I anticipated. I read all the specs before purchase. I too read about auto upscaling, virtual hd and 3:2 pulddown and the rest. After weeks of wrestling with the image and contacting tech support at Dish network, Sears and Hitachi, I finally got my answer, after all the finger pointing. According to Hitachi, The 50V500 is not like other Hitachis. It utlizes Virtual HD but the resolution on the TV is not changeable! You are locked into the 720p 1080 mode, not like the other sets. If you have a Dish Network receiver 301 or 508PVR, you have no way to change the resolution being sent to the set, and the signal is too limited. The set does not upwards convert the signal properly and you will see bad compression noise and dancing pixels and some flicker in static text. The only solution according to a Hitachi tech was to spend another $600.00 or so, and go with and HDTV receiver...not just for viewing HDTV, but to change the input resolution manually, and utilize the component video connections. I chose not! The set is going back Friday and I am so disappointed! My retailer found my knowledge hard to believe as well. They had DN in the store so they decided to try it by taking off the canned demo and looking at the real world. They saw what I've been seeing for 2 weeks. Their reply...most of the big screens look like this right now, but HD is still in developement. Not for my $2800.00 it's not! I then went and bought a 32" tube set for $284.00. AND it does the job! No more dancing pixels or compression noise or who struck John or nothing. You can always tell the pioneers...they're the ones with the arrows sticking out of their back. I choose to remain in the wagon and put the money in the bank until it's time...REALLY time for a change...You all have been so helpful, I just wanted to pass my info along...happy hunting!