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Justin,

I'm reviewing the Mitsubishi WD-60735 right now and I do like it.

You need to be careful judging picture quality in a store. I know it's really the only place that you can compare TVs, but depending on how they are set up, you might not being seeing them in their best light.

The other point is that all TVs have a fairly wide brightness range. If you wanted the plasma to look as bright as the Mitsubishi, I imagine that you could go into the Picture Menu and tweak it to that brightness.

With all that said, if you like the Mits better, then choose it. You're the one that will be watching it. I definitely like the size of screen for the price.

Let us know what you decide.