Ok, this TV is starting to drive me crazy with the soap opera effect. Every time I shutoff the tv for a certain amount of time, the soap opera effect is visible once the TV is turned back on. When I go back into the setting, it shows exactly where it was, so the setting has not changed but the TV acts as if it was. I have seen others complain about this, any thoughts or ideas on what to do? I chatted with Sony but that got me nowhere.