Saw a 50 inch 700u in the wild today (Best Buy). As others have said, contrast is NOT an issue. What a beautiful picture. If I didn't need a TV to also handle a video game console or two, I'd be all over this one. Or perhaps the 58 inch version, which BB did not have today. From what I could tell, it reflected just as much light as all the other plasmas around it. BB had it stuck on Vivid, so I changed it around some and very quickly got it looking really nice. I might just leave my video game consoles hooked up to my projector and get the 700u just for HD NFL games and HD primetime TV. Decisions decisions.