for a 50" screen, the benefits of 720p vs. 480p start to become apparent at viewing distances closer than 14.6' and become fully apparent at 9.8'. For the same screen size, the benefits of 1080p vs. 720p start to become apparent when closer than 9.8' and become fully apparent at 6.5'. In my opinion, 6.5' is closer than most people will sit to their 50" plasma TV (even through the THX recommended viewing distance for a 50" screen is 5.6'). So, most consumers will not be able to see the full benefit of their 1080p TV.