It shouldn't surprise anybody that LCD outsells plasma by three to one in the HD sales arena. Greater efficienty in the production and technical enhancements in LCD, as well as the sheer number of competitive brands, will by themselves drive down costs and increase competition. Even more important is the obvious visual superiority of the LCD experience. I learned very early on to discriminate LCD from plasma across the length of the TV department at BestBuy due to their sharper picture, brighter colors and superior contrast. Plasma looks a lot like traditional TV, scan lines, blurry image and all, and it runs much hotter than LCD. Why anyone would choose plasma at all continues to baffle me. Of course, I assume that those who have already invested in plasma will rush to differ with me.