The brightness comment was just a general agreement that the TV is quite bright. As for the AR filter on the ST, I think if you go in a store, turn off the TV, and then look at the reflections you'll get a better idea of how the filter looks. Maybe bring a small flashlight or use a camera phone flash to test it and other TVs.
The ST still shows reflections normally. I can clearly make out all of the things in the room reflected in the TV, nothing is distorted. If I were to shine a flashlight directly on the screen, it doesn't noticeably distort the reflection or the color of the light, it just makes it so I can't blind my self with the reflection.