One caveat to this is the absolute stupidity of the plasma manufacturers setting the plasma to the highest settings. This is what causes burn in. The majority of consumers are not aware of this and do not change these settings immediately after setting the TV up.
If plasma manufacturers want this “myth” to go away, they’ll have to start with that so that Joe Consumer doesn’t continue having burn in on his new brand new screen. Joe Consumer is the one who will see this most often and then complain about it to everybody, thereby keeping the “myth” a reality.
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