Exactly true but also the settings will be
different between TVs. It's really hard to tell which one will be better when you get it home because in the store you are comparing apples to oranges.
I am down to two - Sharp D82U and Toshiba LX177. I saw them both side by side showing the same channel (ESPN HD, I think). The sportscasters were sitting on an orange couch discussing whatever it is they were discussing.
The orangeness of the couch looked totally different on the two different sets. One was a dark orange and the other was more muted. Which one is 'correct'? No idea.
I noticed the same type of thing with Sony vs other TVs showing some kid's movie. The opening scene showed a red storybook. On all TVs except the Sony, it was a dark red. On the Sony it was more pinkish red. Again, which one is correct?
You'd have to adjust each TV to near identical settings to really be able to judge which is better and most stores it seems won't let you change anything (they don't even have the remotes out). When I said that I'd like to see what it looks like with the brightness and contrast lowered, the salesman told me 'Oh, you wouldn't want to lower the brightness or contrast'. Really? That is the
first thing you want to do when you get it home.