LED tv's have a dramaticly different look to the picture than most tv's. Perhaps its their very high contrast ratio with boasts of 2,000,000 to 1. The clarity is huge, but it looks unnatuaral to my eyes, and over time, became a source of distraction. I notice in tvs ads that they are describing the image as hyper real. Make sure you give it a good demo or check one out at someones house first tro see if you like it.