Go to CC and check out the Samsung. You may not be sensitive to the rainbow effect. Most aren't.
That particular JVC model doesn't have an adjustable iris for controlling brightness.
I give the nod to the Sammmy. (I just picked up the Sony KDS-50A2000 yesterday from CC. Outstanding pic!) A little more $$ than the Sammy, but worth it.
BestBuy carries the JVC models if you wannna check 'em out.
Check out the Cnet reviews for more info--
Better hurry--I just noticed the pre SB sales are ending.