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senatorpjt said:
I don't understand why "Only 11% of HDTV owners care about HD films." If they didn't care, why did they buy a HDTV?

 They wanted a high-end model.  They see "40-inch plasma" and think "that's what I want," not even looking at the "HDMI" sticker on the botttom corner of the thing.

People really don't care about HD as much as we like to think.  It really is mostly a function of the industry forcing consumers to purchase technology they don't care one way or the other about.