I think the mistake is equating a "brighter" picture with a "better" picture. All modern LED/LCD sets are more than bright enough for home viewing. Having the brightest possible picture, I suppose, is good if you like an unnatural, washed-out looking image that blows out highlights and fine details in HD images.
ht Panasonic TC-P60ZT60, Monitor Audio: Silver RX6, RX Centre, Radius 90HD; Martinlogan Dynamo 700, Marantz SR5006, PS3, Oppo BDP-103D
2ch Marantz PM8004, Sony BDP-S1000ES, JVC T-X3 tuner, Monitor Audio Silver RX1, REL T3, Apple TV, Peachtree Audio DAC•iT
lr Panasonic 50ST60, Sony BDP-S5100