I prefered the Samsung (and Sharp) to pretty much every other LCD out there. Just based on in-store auditions. The Sharps never go on sale, and therefore don't have the same market presence that the Samsungs do, but I prefer them, so that's what I'll end up getting if I end up getting a LCD. I'm pretty much sold on a Samsung plasma, though. Also looking at the LED's that just came out.