Thanks for all the input guys.

I think if you take the time to look, there really is a "conversion" though. Look at the HK 7300 and 740 product descriptions. They specifically say that they “up-convert” and improve picture quality. Not just scaling. This is where I’m getting baffled.

$300 for a bulb huh? Well that sucks! Gues I’ll be going through about one a year.