As some follow-up, there have been some recent C5 firmware updates that I had not kept track of but installed over the last couple of days and I can report that this display is now quite a bit brighter than before. I am now more thoroughly enjoying it, and am comfortable describing it as a significant improvement over my CX48 which is still alive and kicking as a bedroom television now. I still wish there were a 42" G5 - ours also got similar updates and is blindingly bright.