Gotcha. I've seen the difference between upconverted DVD and 720 and I think it's pretty big.

What I have yet to really see is a 1080 signal compared side by side with a 720 signal with the same content running at the same time. Any time you see 1080 at Best Buy or Circuit City, it's always set aside on a bluray player that's playing it's own movie that's different from all the other TVs.