i'm not sure what the advantage of a direct-view lcd is over a plasma? from a cost perspective, you can get a 37" lcd for about 5k. for the same price, you can get a 42" plasma. so it seems to me you're getting a better tv, with a bigger screen, for the same price. i know lcd's have a high failure rate off the manufacturing line ... i wonder if that has anything to do with it. but, in general, i'm just not seeing the value in a lcd?