Folks, I posted about this issue here
first. I got the idea by using this blog post
I happened to find while researching whether 24p was possible from Netflix (without a special player to output it).
I've now done enough A/B comparisons to say that I think it's absolutely right - even if the 'science' isn't on my side, setting my Philips BDP-3406 to 1080i, and my Samsung UN46EH6000 to Film Mode - Auto, no AMP, has made a HUGE difference in clarity - much more film-like to me. Subjectively, this will be the setting I keep. So tell me why I'm wrong? Because I've tested it against the old 24P traditional setup both with and without AMP, and there's MUCH more judder, and the picture seems less vibrant and more tiring to the eye the "correct" way. The UNxxEH6 series is 120hz, of course, if that matters. It looks better for just about every source I throw at it when I choose 1080i on the BR player - better on video files from a USB stick, better on blu-rays, and better on Netflix.
Anyone want to do their own comparisons?