I was at BB the other day and had a chance to view the Sammy LED and bulb units side by side....albeit in a TERRIBLE location about 5ft above the floor up on a shelf. From what I saw, the bulb unit was MUCH brighter, more contrasty, and the brightness held up waaaay off to the sides. The LED was dull by comparison. I have NO idea what kind of calibration was done to either of the sets (if any), but perhaps they cranked up the brightness on the bulb model in order to "move the merchandise". All I know was that the LED model (61", 76 model) failed to impress ANY folks who walked by. People WERE checking out all the new LCD's, though.