I agree that store displays don't even come close to showing off how amazing a properly set up quality HD tv with bluray looks. The store displays are often bottom of the barrel crap LCD sets straight out of the box with no calibration (Target, i'm looking at you!!). Not to mention the Spiderman series isn't the best thing to judge it by, as the effects in those films looked cartoony & unconvincing even in theaters. Watch something older like the incredible Close Encouters of the Thrid Kind blu ray or John Ford's The Searchers. It's like watching your very own brand new print of the film (not that the films look brand new, they look as they should, a product of their times; but that the prints look freshly struck, unmarred by the dirt and scratches of repeated showings).

Oh, & Fang Zei, you should look up some information on properly calibrating a tv. It's not that hard or complicated to make some basic adjustments that will make your tv look far better than any of those attrocious factory presets (especially "VIVID" !! UGH!!). If you want something basic to get started, there's actually a pretty simple THX calibration exercise included on many dvds including all the star wars dvds (even the GOUT bonus discs) that i've used to pretty decent results.