I recommend you go to a different store than CC or BB, one where there is a better chance they have all the TVs reasonably well adjusted to provide a better comparison. You'll also get better advice IMO. I ended up buying from a relatively small local audio/video chain, and I got a better price than the big name stores!
Different people prefer different sets, and different people have different priorities.
For me, my first priority is DVD and I opted for the Samsung DLP (HLN617W on order) because it seems to thrive with a DVI equipped DVD player, much more so than other sets. DVI DVD on a Samsung is supposed to be outstanding, and this was very important to me.
My second priority is HDTV, and I did a lot of comparison viewing with HDTV sources. I thought all the new technology sets (DLP and LCD, never saw an LCOS) were better than CRT based sets. Of the newer technology sets, on average I preferred the Samsung. Sometimes the Sony GWIII looked a bit better than the Samsung while other times the Sony looked washed out and pale in comparison. The Samsung was more consistently appealing to me. The few times I saw the Hitachi and Panasonic LCD sets, they did not stand out to me compared to the Sony or Samsung.
SDTV is a distant 3rd priority for me, so I did not do any SDTV comparisons.
Good luck in your choice,
Bruce