Samsung does what they need to do in order to be competitive. That's not to say they make poor plasmas, they just don't have as much riding on plasma technology as Panasonic does. Anyway, with the advent of OLED, they are putting the majority of their eggs in that basket. OLED is the future, they know this. In the meantime, they will make only small updates to their LCD and plasma technology until OLED becomes viable (financially speaking) to the mass market.