I am currently in the market for a new big-screen TV (my Mitsubishi rear proj died last Summer)... previously I had been really sold on the picture on DLP's but I recently went to a Best Buy and the Sony LCD's looked wayyy more impressive, as did the Lcos display. Isn't the latest generation chip out on DLP's ? Does Sony simply tweak their brightness & color to make the display look better than the Samsung DLP's?? I had always thought DLP was the superior technology.... would like some input/guidance here... Thanks!