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ok. i finally got to see 2 60xs955 sets yesterday. first one at bb, the other at brandsmart with the 70xbr right next to it. spent the whole afternoon evaluating. conclusion.....the xs rates somewhere between the we,wf and the xbr at best. it was in a standalone theater setup at bb. after setting the tv in pro mode and warm, i watched movie clips that i'm familiar with and later went home to verify. my xbr was much better at displaying the same clips. shadow detail,color rendition, depth. (i did take into account the lighting in the store).i could go into alot of specifics, but space is limited. next i went to brandsmart. comparing apples to apples and viewing hd channels, the xbr right next to it had a more clearer,more detailed image. yes, the xs is somewhat brighter,but so was the we 60" sitting next to them. the image seems to have a blue vail over it when viewed next to the xbr(and even the we),. it definitely has a tinted screen thats different than the we and the xbr. i believe it helps the colors track closer to the xbr, but thats about it. i also expected it to have a pelxiglass shield. i firmly believe the shield on the xbr gives images more depth. by the way, the xbr shield is less refelective than both the new hitachi 60" lcd and the mitsu 62" dlp XX725. after a solid 6 hrs of evaluating, i personally am convinced that the xbr image is still king.