Yeah, the sets are usually all set to "stun"
Even the ones that look fairly natural in the shop are often eye-searingly strong when you get one home. I know the shops have to compensate for fluorescent lighting, but more should go along the JL/Currys route and have some screens (usually the premium ones) in a backlit area where you can judge them fairly.
With 42" 720 sets, if you stand too close to them the picture make-up does seem a little prominent, but its usually fine from normal viewing distance. I'd go for a 1080p though, as these aren't too much now, but it's just finding one that implements 24fps properly (despite what they say on the stickers !).
I'm actually having to do a bit more research into this, as it looks like we're definitely moving to a flat where my rear pro will be unwelcome ! Not really seen much that instantly grabs me, other than the current (and possibly last proper...) Pioneers. There will be a lot of gaming though, so screen burn is a worry. I've got irritating retention on my PC monitor, and it would horrify me if I got something like that permanently burnt into a 2k screen
Ah well, off to Costco tomorrow, where I'll have a good fiddle