If you have a HL-R series you cant turn it off. If you have a HL-S series you can. I should have clarified my statement a little better
In my observation I felt the blacks were oversaturated to the point of losing significant detail
It might make the picture look more "vivid" in bright scenes but watch a dark scene and you wll see alot of detail disappear.
I had a chance to spend some time with a Sharp Aquos and realized how much I was missing when I saw the same scene on the Aquos.
Took the sammy back and bought an Aquos. Havent looked back since then.
what I never understood is why do they have a demo button dedicated on the remote? seems kind of silly to me. I mean if you cant turn it off then do I really need to see what it would look like with it off?
watch something like the Matrix and you will see what im talking about.