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>The lab studies found that Samsung’s ‘motion lighting’ feature reduced the TV sets’ brightness – and power consumption – under international electrotechnical commission (IEC) test conditions. These involve the playback of fast sequences of varied material, such as recorded TV shows, DVDs and live broadcasts.

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I read that, but how is this different from "real world" usage? Are people just displaying stills or what? I just don't get it.

possibly they are running their tv in retail store mode is which much brighter (vibrant) and therefor consumes more electricity. I know my set has this setting, neither my phillips LED/LCD or my LED/DLP have it as their default setting but the difference between modes is striking and many might run it anyway. There are warnings on the DLP set about using it.

If the test footage changes rapidly, displaying a sequence of very short clips, the TV might keep the "motion brightness" all the time. There wouldn't be any still images where the TV goes back to full brightness.

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