Excuse me but ive worked in the tech industry since i was 16 (10yrs now), My dad has been in the tech industry since before i was born, and TVs and Computers have always been my forte and for you to make a comment to me about "marketing ploy" is laughable. And if you are trying to tell people there isnt any difference with 120hz, then you are not very smart or havent ever used the tech. 120hz is basic and standard now for one so there isnt any mark ups on it. Secondly there is a huge clarity difference with simple 120hz (yes, it was a small unnecessary step when they could have easily brought out 240hz initially). If you were "TV Savy" like you claim to be, you would know there is a difference.
And if you read my whole comment, i didnt buy it, i traded my smaller LCD for it. Yes, telling people to stay away from LED because it is new technology should be dismissed but not those that say to stay away for the right reasons.
LED costs extra, and it they usually mark it up for more than what its worth. LEDs difference is not enough to charge $800-$1000 more for. It isnt. But if you can find an LED TV for only $200-$300 more than the same spec TV that is LCD or plasma then yes, go right ahead and buy it.
To sum it up.
Know what you are buying the price you are paying.
If you see an LCD, Plasma and LED TV all 55" 240hz, 3D, 1080p for the same price, buy the LED.
If you see an LCD, Plasma, LED TV all 55" 240hz, 3D, 1080p
LCD- $1,100, Plasma - $1,250, LED - $2,000
Go with the $1,100 LCD... If that LED TV was a true 'O'LED TV then the $2,000 would justify the pruchase over the other 2.
DeathJynx is right though. You should involve more than just game playing cuz im sure you will be using it for much more than just Gaming.