Plasma or LCD?

I am always partial to LCD TV as the power consumption is low and there are plenty of good writeup on the virtues of LCDs. Recently, Hitachi put up a vertical banner that caught my attention! More than 80% of people preferred plasma TV. I was surprised by the high percentage. Hitachi cited interviews done with side by side testing on colors, brillant, picture quality, etc, etc. Now I am sold on plasma tv especially since it is a lot more economical (ok lah! cheaper) than LCD. I understand Panasonic is the market leader in Plasma TV and have the most experience. Right now, I am shopping for the best price. I hope the price will continue to drop...