I just picked up one for my bedroom and must say I am VERY impressed with the picture quality so far. I have brought home a few others, The Toshiba at Costco and the Samsung at Sam's. All were virtually the same price. I am trying to stay under $1900. I know there are better sets, but like I said this ones for the bedroom. I have it hooked up to Brighthouse HD thru hdmi and DVD thru hdmi. I think the picture is very solid. Granted it only has Pixel Plus 1, But sersion 2 & 3 didn't seem to get great reviews. The head of our bed is about 12' from the screen, did some DIY ambilight, all looks quite well. have not yet tweaked with Avia, but will within the next few days.
By the way I have the Samsung HLS6187 w/ HD-DVD in the family room to compare to.
Any other owners of the 9431 series care to chime in?