Most sets have "showroom" modes that burn much hotter/brighter. I know that my Samsung set to this mode is too much for everyday use. I felt that overall, Sony and Samsung were the best followed by a few panasonics, pioneers and even some nice LG & JVC.
What I've learned: For a bright room, LCD is usually better than plasma. The blacks are better on plasmas. Sears is not necessarily the best choice to buy from but ok-they will beat any competitors price by up to 10% if you can find that same model. I liked Boscov's. They actually went on line, found the comparable set at other retailers and beat the best price by $100. Then, they took off more for opening a charge!
$1250 should get you a nice 40" with high def, decent sound and lots of inputs.