Bought a Sharp 40" Quattron HDTV the other day. It retails normally for $1200 but saw it on sale for $499.... couldn't pass that up even if I already own way too many freaking TVs. This is my first 120hz one though.
I was vaguely aware of the "soap opera" effect due to the motion processing in higher hertz HDTVs but never experienced it for myself until I brought this home. Totally bizarre. On one hand, the image quality is absolutely, draw droppingly amazing. Everything pops. I've never seen a TV this clear before. It's almost 3D-like. Seriously. On the other, the smoothing of motion and processing effects in the TV make everything seem like it was filmed on the stage of some soap opera.....an amazing crystal clear "I can see the makeup in their pores" soap opera, but still a daytime soap opera. Popped in the Avatar Blu-Ray last night for the hell of it and now everything looks completely....um....artificial.
I can't decide if I like the look or not but it sure is something to see. Everyone that's seen it so far has had the same reaction that I had. Marveling at the picture quality but also noticing how "off" it is at the same time.
Gaming on the sucker is beyond impressive though. The processing effects makes everything seem buttery smooth.