Best video upscaling chip?


What two or three video chips are considered the best in the industry now in DVD players and SSP's for upscaling standard discs? And this may sound like a lame question, but is the video chip the most important thing to consider or the whole circuitry and chip implementation of the device?
rxlarry99
Google search: Oppo 983 video chip.
Result: The video chip is high quality ABT, better than Farouja.

Lots more out there, just use the search terms shown. Good luck!

-RW-
The now retired Samsung BD-1200 Blu Ray player and the current Samsung BD-5000U dual format (HD DVD and Blu Ray) player both use the Reon chip.

I believe that the high end Onkyo receivers also use the Reon chip, and some high end Pioneer Elite receivers use the Realta chip. Sorry but I don't recall the model numbers.

Devices using the Reon or Realta chips will usually be labeled as featuring HQV (Hollywood Quality Video).

I have the XA2 and the BD-1200. Both excel at upsampling standard DVDs.
The Denon 2930CI has the Reon chip. The 5930CI has the Realta. I have forgotten which chip the 3930CI has.