I was worried about it too. My previous Sammy had a semi-gloss screen and was pretty reflective, so I was real worried about it. Especially since right behind the normal seating position are nothing but windows. It actually is not that bad though and I don't even notice it unless I force myself to look for it.
I believe I've seen that you can buy a matte screen cover/protector for these TVs now. I've been very interested in this, but have a feeling that it will do more harm than good to the PQ overall. Anyone have any experience with the matte screen covers?