All my LCDs are in high sunlight portions of my home (master bedroom, living room, and kitchen) plus a 26" LCD in the bar area of my basement, where they all shine. The 70" SXRD is for the movie watching, so being that it's light controlled area with color-correct backlighting, the picture is phenomenal. Plasma may have a slightly higher contrast, but the color and sharpness of the SXRD blows the plasmas away. I looked at the Pioneer Elites and the Panasonics, but wasn't as happy with the picture.
so long and thanks for all the fish.