Went back to Fry's and got a replacement Blu-Ray player, which is fine now. I talked to my sales guy, who's really great, and he talked me through potential workarounds, all of which I've tried, and none of which completely alleviate the problem, and most of which introduce other issues. Movie mode is the worst - ugly, brown, and dim. I've run a lot of clips and still nothing looks really film-like - maybe that's just the way it is with Blu-Ray. I currently have it set for BDWise, which means the player reads the disc and sets everything automatically from what's coming off the disc, including 24fps. It's really sharp, colorful, and excellent. I've also shut off BDWise, and watched at 60hz and that's really super sharp but totally hi-def looking, i.e. not film. I've also shut off BDWise and enabled 24fps, which looked very similar to the BDWise. So, that's where I'm at. My sales guy told me the TV can come back immediately if I'm not happy, and we can replace or choose any other model I'd like. I did look at other sets while I was there. I think the choice is going to be DLP or LCD or LED or Plasma. I looked at the equivalent Samsung plasma, which is actually a teeny bit larger than the LED - excellent picture but the whites aren't nearly as white as the LCD/LED, one of which is next to the plasma. It's all very confusing. I think I'll go to avsforum.com and see what they have to say.
