IMO it's not about brightness but the colors and the blacks. IMO it's easy to see the difference if you look at them in person.
Engadget's side by side of some of the EU phones
http://www.blogcdn.com/www.engadget.com/media/2010/10/wp710z101980006.jpg[/MG]
It's clear which one has a different screen...[/QUOTE]
I'm the early adopter geek in my circle of friends, the first reaction everyone has had to my phone (Omnia) when I had them play with it is: "wow, the screen, the blacks! followed by "wow, this is so cool!"
I've followed WP7 since the very start, and even I was wowed by the screen when I first turned it on.
Word of mouth is gonna be great for this phone.
There are tons of ads here, but it's the short version which doesn't get the point across as much IMO. I've had to explain the meaning to a few (it only show people bumping into each other with other phones, not the last scene in the restaurant).