The units at the Indianapolis Costco have a build date of November. I hate to say it, but it looked really washed out and dull sitting next to the LG LCD. This obviously has to do with picture settings and the large amount of light pouring in from outside (it was facing the door), but I can see why a lot of people go after an lcd when they see them side by side in a store. I also stopped by the local Fry's where the same ST30 looked MUCH better (I didn't check the settings, but the showroom was much darker than at Costco) and much more pleasing to the eyes than the led lcd they were trying to push on me. Fry's was asking $1,499.
The gentleman at Costco said an extra 3 years of (in-home) warranty would only cost $100, so that's a total of 5 years for only $100...pretty good.