Exactly!Yet another reason not to buy a TV based on what it looks like at a place like Costco. Torch mode will make any observations useless.
But flat panel technology has almost become commodity (except for the high end).
For LCD there are 2-3 glass manufacturers, 3-4 for electronic components and only QC differrentiates the products.
Have a look at this post
http://www.satelliteguys.us/1142667-post10.html
If you have more time than money, I think spending some time to calibrate the TV can do miracles: no-name TV can look better than brand name in torch mode. And doing it yourself today isn't so hard having AVIA, DVE and lots of test screens available online. It won't be ISF calibration, but can make a huge difference.
DIogen.