OK, so i was in Best Buy today and they have the 55 9600 on display. I got the magic remote, ran the picture wizard and watched scenes from one of the Harry Potter movies as well as the first 10-15 minutes of Legend of the Guardians. I was impressed at what I saw. Towards the end I switched to the THX bright room mode. Had to keep swiitching as the store mode keeps returning to vivid setting.
After reading the reviews that don't exactly praise this display; I was half expecting to see poor qualtiy. But this is a flagship product and the picture was outstanding. I don't for a minute question the reviewers and if I had the ability to have it sis by side with other sets and ran other content I might conclude that other tvs are better. For instance the Sony 850 gets good reviews and retails for $700 less, so perhaps this LG is just overpriced.
If you get a chance, take a look and let us know what you see.
If you are making a purchase, maybe give it a try in your home if you get good return policy.