From my understanding, the power consumption of LCD TVs are calculated based on the maximum power usage. That would be OK if it weren't for the fact that most have this God awful "Vivid" (power draining) setting that seems to be the default. I bought a new 42 inch LCD a couple weeks ago, as soon as something came on with a white background, I looked like a vampire in the sunlight. It was just way to bright. After fiddling with the settings, I found that I get the best picture with the backlight turned down. When I'm watching SD broadcasts, I get the best picture with the backlight turned WAY down. I don't know if others have the same experience, but if most of us are turning our backlights down, it would seem like manufacturers are just shooting themselves in the foot by offering an energy hungry vivid mode that most people don't use.