Thanks and yes, I HAVE to do my homework (I'm the Director of Product Training for a large CE specialty retailer). Could there be "that much difference"? Surprisingly, yes... They all look fantastic, and so in that respect, it's hard to make a bad choice. However, there ARE differences in how they are constructed which are worth considering, if you don't mind doing a little technical homework. For example, all these sets are HDTV ready, which means they have a built in HDTV tuner, and a scanning frequency of at least 35.1kHz...however, these sets may have VERY different pixel counts. More pixels = more detail, and you might be surprised in the different numbers from set to set. Also, digital programming is available in several different variations and resolutions, and it would be helpful if you knew how each set handled signals NOT in their own native resolution (as well as progressive scan DVD material--if you have or plan to own a progressive scan DVD player). When this happens, the TV uses an onboard computer to convert that incoming signal to its own scanning frequency, and that conversion process (known most commonly as scaling, also line doubling) can have a significant effect on your picture quality. Here's one example of a noticable difference: I mentioned earlier that I recommend the Sony XBR? One reason is that they don't waste scan lines on letterboxes. Specifically, when playing an anamorphic DVD, the tv scans ONLY the area of the picture, and the full vertical resolution is condensed into that area (i.e the rastor is compressed)--which looks dynamite compared to other sets who will still scan the area of the black bars, even though there is no information there, in effect scanning less times in the actual picture area than does the Sony. This is something you are unlikely to discover at the retail store, unless a sharp salesperson has the knowledge & presence of mind explain/demonstrate to you. Additionally, there are differences in the basic construction and key parts of the tv & its electronic chassis. Differences in comb filters, shadow mask/aperture grille, overscan, power supplies, gray scale, etc... Sorry to pile up on this stuff, but you'd be surprised the differences from one set to another. However, you are looking at the cream of the crop in each manufacturer, and so it is somewhat analogous to comparing Mercedes to Lexus to BMW, etc. (hard to make a bad decision)--and each set will likely have the best that manufacturer has to offer in a TV. Best of luck in your quest, and remember, the best news is that they ALL look great--far better than any set you've owned previously, so no matter which way you go, you should be happy with your decision.