Another thing to consider is if the tv is smaller than 50 inches, it is nearly impossible to tell the difference between 720p and 1080i. A trained eye can usually only tell if the TVs are side by side. This tends to be a marketing ploy that a company like Best Buy will use to try to get you to buy a more expensive TV. I have had more than one friend call my 42" 720p panasonic plasma a 1080p TV because the picture is so crisp and clear. Also, I recommend getting a plasma if your main use is for sports - as is with the case with mine. I still play a little NHL 09 on my Xbox with this TV, but this is definitely not the TV's main use. I get an excellent picture and have not had any issues with the screen not being able to keep up with action - a more fluid motion. My main reason for getting a plasma is my roommate last year had a 40" sony bravia and when watching sports, every now and then the tv would not be able to keep up with the fast paced action during sports, such as a hard hit line drive, a hit or pass in football, or hockey checks and shots. I also have not had any issues with image burn on. My TV will automatically shut off if nothing is being displayed - this helps prevent image burn on. Also, if you are smart enough to turn your tv off when it is not being used, you shouldn't have much of an issue with image burn on. Also, I know that my TV's standard definition looks much than on the Bravia. The SD Brewer games I watched last year looked much crisper on my TV than on my roommate's Bravia. In my opinion, the color on my TV seems to be a little more vibrant too, but I have not compared them side-by-side, so there might be some bias here. However, if your set on getting a LCD, take Schlitz's advice anddefinitely go with the Sony Bravia; it is the best one on the market. Also, take spend the money on a quality TV, you will be happy you did.