quick update. I just ordered the Panasonic 65" ST30 model. Did a bit more comparison and decided to go the ST30 route.
CNETs "Best 5 HDTVs: Picture Qualtiy" helpled with the overall decision.
I finally understood it was the Picture Quality ranking which excluded styling etc
The TV will be mounted and ready to go on 5/23... I'll let you guys know what I think (from a novice perspective) soon after.