Actually, it's pretty accurate. I turned all the extra junk off and both custom and even vivid were extremely dim given the conditions. Bright warehouse lighting + louvre filter that limits vertical viewing angle + displayed on a high shelf + torched LCDs flanking either side = contextually dim picture. It's in no way indicative of the S64's actual performance which I can only assume is comparable to that of the S60 -- which is EXCELLENT. An S60 with an AR filter is an ideal value proposition for many plasma fans and it's a shame that the S64 will be relegated to one of the year's "best kept secret" status due to availability and the showroom conditions being garbage.
An aside, but the blown/washed out LCDs look equally as nasty to my eyes. The only television in the entire row of large screens that I actually thought showed off decently well was the 60" Samsung plasma. Highly reflective sure, but other than that if I was a casual shopper it would be the one that I would be drawn to.