"It gives you clearly the best picture quality. It gives you the best contrast, gives you the best viewing angle and the motion ability. The 1080p resolution is only a static measurement. And with LCDs when a motion like sports occurs, you start seeing a blurring of that motion. It's very easy to see. With the plasma, because of the way the plasma flashes the image at a very high rate, actually 480 Hz, that's our minimum flash rate, you don't see degradation of the resolution. So it's usually three times better than a standard LCD. And at least 50 percent better than even the improved LCDs." LCDs may have an edge on price and power cosumption. Schindler says the issue of screen burn in on plasmas has been tackled with improved technology. Bloomberg Boot Camp, I'm Fred Fishkin.