I got this tv for black friday last year at CC. I absolutely LOVE it. This year I really wanted a 42" LCD ( i hate plasma) for BF but I'd rather have a 37" Olevia (target) than a 42" anything. Olevia's prices are great. I do a lot of gaming (360 with component cables, ps3 with the same, and use the 360 HD DVD player) There is a noticeable difference with this tv and my phillips HD TV. I would reccomend this brand even at full price. Im even debating upon just buying a 42" one and bypassing all the great BF prices. DEFINITELY get this tv!