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I have seen a 55" Sharp (which was only 4 or 5000 dollars equivalent in yen) and that huge Sony TV and the difference from 1080p is pretty remarkable with the right content. Much more of a window effect than 1080p ever can do.

Compared to the admittedly very nice looking Battleship on Bluray that was playing in 1080p on the TVs all around it, the 4k content on the Sharp TV blows it away.

What source are they using when they demo the TVs at Best Buy?