Fplanner, thanks for the links, very cool. It seems to me that we might be in a petty disagreement re: a marketing strategy. In the video link you provided, the speaker tells the audience that it was developed with Pioneer and Sharp engineers, and that it should be sold as neither a Pioneer or a Sharp, but as an Elite. That would suggest to me that it's quite possible, if not probable considering that Pioneer sold their previous technology to Panasonic, that the direct technology used with this LED has very little to do with the direct technology used in Pioneer's famed Kuro Pro plasma, and is newly developed. I suspect that Sharp will create a high end line, using the Elite name on other products just as Pioneer used to do, (though Pioneer did dilute that cache' somewhat). Anyway, thanks for the links, it's appreciated and I did find it interesting.