what does everybody think about 120hz and lcd's

120hz is terrific. I have an XBR4 and it utilizes 120hz and I really prefer it to my XBR2 which was only 60hz. I guess the XBR7 has 240Hz available. I don't know what kind of improvement over 120hz 240hz is. Maybe just a gimmick. It's so hard to keep up with new technology these days. I could go broke trying to keep up. Now, I'm looking at getting a universal Blu Ray player (DVD-A1UDCI) when Denon releases it. There goes another 4k. What's next?

LCD is poor compared to a a great Plasma. (I have both and there is absolutely no contest - despite all the marketing BS about contrast ratios)

I put a 52" Samsung 750 in our bedroom. Our cable goes to a HD Tivo for watching TV and an Oppo DVD player for movies. We sit 9' away and the picture on HD is stunning. Even SD on cable looks good.

Shadorne, you put that plasma in a brightly lighted room(natural daylight)and you're right there's no contest, the LCD wins every time.