Ok..this will be my last post cause I don't want to turn this into a tech war...but I HAVE to say a few things. First, there are LCD's on the market that consume more power than Plasmas. Your statement isn't entirely true. Second, The whole longevity issue..is a NON issue. This was true when Plasmas were FIRST introduced to the market, but technology has advanced by leaps and bounds since then. This is no longer a factor. Third, I do agree with you that you need to check reviews of every TV to see where they stand. The exception being the Pioneer Kuro. If you've ever owned one, you'll know what I mean. But yes..most companies buy their panels from a few select factories..and then throw it in their cabinets. Just because a TV says Sammy doesn't mean it's going to be good...but this advice goes for ALL consumer purchases. You need to do your research and find out WHICH MODELS are performing better than the rest. Last, you heard that plasma factories are closing down. Do you know why, or bother to find out? It's not because Plasma is dead..it's because it's MUCH cheaper to buy the panel from someone else! Basic Econ. If I can buy it cheaper from someone else than it costs me to produce it...it's a no brainer. Again, more FUD.