While burn-in may not be the issue it was in days of old, image retention is still a valid issue. I've noticed quite a bit of it on my new plasma and I don't have to leave an image up for 10 hours for it to occur - about 10 minutes will do. While it does go away after continuing to run the break in pics it still doesn't make me feel warm and fuzzy to see it. What does make me warm and fuzzy is finding out that the images that I've been seeing won't 'burn' in or have long term effects.