You know, I've never really discussed this, but sometimes I think comparing TVs in a showroom is a little like trying to imagine how speakers in a showroom will sound in a different room / in your home.
You can't really calibrate them properly, so how can you really tell which will be better? I'm not even talking professional calibration...just good, careful end-user calibration can make a big difference over the pre-set "picture types" in the menu. Not to mention the uncommon lighting in many stores.
To be honest, I just read many reviews when I bought my main TV, and purchased it through BestBuy.com, with a store pickup. I didn't even walk back to the TV department to see if they had one on display.
::::::: No disrespect to Axiom, but my favorite woofer is my yellow lab :::::::