I think the real question is(and this is coming from my clients I do productions for).......Will this extra QC that I am paying for sell more DVD's? How many of you out there would more likely by a DVD your really wanted because of the THX QC process. We are also a minority of people who really look at quality. Most people (average consumer) will not notice a difference on the 42" plasma set. As far as THX and there "approved" products. I believe that one of the first "THX certified" Flat Panel sets did not do what it was suppose to because the vendor did not want to change the production model. It still had the badge though. Greg would be a better source on this though.