finally, purchased.
Well guys, i finally made my decision and went out this weekend and went to HH Gregg and plunked down the cash!
LCD.
Sony KDL46XBR4
Love it!!
I was nearly set to get a plasma, but did some more in depth research and found many complaints of the heat they generate and the power they consume. Sears had a 50" plasma and a 50" lcd on display right next to each other (same brand). The heat billowing out the top of the plasma was to say the least "horrendeous", even off the front of the screen.
So, It came down to the Sony KDL46XBR4 or Samsung LNT4671F. After more research I found that Sony uses Samsung LCD displays! I didn't mind that because in my business it's well known that Samsung makes the highest qualtiy LCD's.
But when comparing the two down to the nitpicky details, the Sony has much more robust electronics and processors running the display.
Little things, like the Sony has a true 24P cinema mode that the Sam doesn't claim.
Sony also has a 10 bit screen (samsung also obviously), but sony also has a 10 bit processor, samsung doesn't? What good is a nice 10bit screen without a processor to back it up???
I'm also glad I got the matte finish screen on the Sony.
Fancier screen frame also.

Anyway, both sets are fabulous, but the Sony just edged out the Samsung on little details.
Thanks for all the advice. Now, to wait for the player wars to work it out.