I just looked at the PM9700 at frye's. I know it's a terrible environment, but the LG was one of the nicest screens they had out. I was pleasantly surprised - and it's definitely matte, and it had the lowest reflections of any display in the store. Keep in mind their store is horrible - lights everywhere and a bunch of televisions all facing each other. And in that environment it ruled supreme.
The only issue I had - and I'd have to take it home and adjust it and see if it's real, is that the picture seemed to be a little tiny bit soft - maybe from the matte screen. That being said, it really looked excellent, and when I sat back from it and watched it awhile I felt I could be very happy with it.
The Panny 50ST50 had a lot of reflections - enough to make me worry about the GT50 I was also considering. The surprise television for me was the ES8000 LED-LCD. I thought I'd read reviews that it wasn't very good - and the 46" best picture on display there. They've come way down in price - maybe the old reviews were taking the ridiculous list price into account? They can be had now for 1200... I am wondering with the current price how they would be rated. The funny thing about ratings like that is some lower series models were marked higher - I am assuming because of the reviews, they are simply higher in demand, and people turn away from the higher models which didn't perform well for their price point. Ironic when the prices start falling and the top of the line is now cheaper than the big selling middle of the line.
In any case I decided I could be happy with the LG PM9700 for a good long time. Hopefully they'll still be available come friday...