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What size of HDTV do you need to actually see a difference between 1080P and 1440P? That might be something like a 60" HDTV. Who wants a screen this big in a living room? (besides me). That could be the reason why 1080P is standard. And now they are improving energy reduction with OLED. Instead of pushing the limits of resolution. I assume that difference between 720P and 1080P is noticeable at 40" HDTV's. Otherwise this theory collapses.