My living room has white walls, ceiling, carpet and windows on the side. I researched for a long time and ended up getting a great deal on the .8 gain 100" zero edge Black Diamond.
Even my wife likes the way it looks
What's nice is that on the wall when it's off it just looks like a 100" plasma on the wall. With some ambient light the picture is VERY viewable and looks pretty good. In a dark room it is better than my 50" plasma. The brightness and colors with this combination is pretty amazing.
I'm sitting about 10' back with a 13' throw. On super bright white scenes I can see a bit of the texture/sparkle on the screen but barely and the tradeoff is worth it. It's nice to be able to be in the living room and not have to have a bat cave to watch a movie.
If anyone is looking for a great ambient light screen this is it.