Ambilight is a marketing gimmick. Better images come from better quality components. Things like the types of glass they use make huge differences in black and white contrast ratios, the single most important factor in depth. Take a look at a Sony SXRD and a Pioneer Elite, side-by-side if possible. Sony has done a great job with making a marketable LCoS, making it one of the sharpest images you can by currently. That sharpness sells it, but it still looks like a TV image. Take a look at the same image on a Pioneer Elite; you'll notice that images seem 3D, there's depth to them. They look real, even if the signal isn't sharp. There's technology behind them and other quality sets (they bring a lot of stuff to the market, ie. 3:2 pulldown as PureCinema). A lot of the highest quality sets have almost no features, such as no speakers, no tuner, nothing. They focus on their one and only job, displaying the image in the most convincing and accurate manner they can. A better experience comes from better components.
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