Just bought a new TV. My first with 1080p. And I just love the soap opera effect! I love the way movies and television shows look like super sharp live television broadcasts. The images have a nearly 3-D look. I'm very pleased the effect works not just on blu ray disc, but also plain DVDs. Just got the 4-disc Eleanor Powell "Broadway Melody" set and they look spectacular! I wonder if there are any others here who like this look? I know most of you don't.