I thought the same until I went to Best Buy and checked them all out after being aware of the specs. I knew Samsung has a 100,000:1 contrast ratio vs most 70,000:1 and determined that to be pretty unnoticeable.
The 240hz WAS def. an improvement you can see but again, they put shit on the screen that shows the strong points only. Side by side with 120hz for hockey/soccer/video games made 240hz look 3D.