What makes you say that Vizio looks better than Samsung? I've done a lot of looking, and when compared like-for-like, while Samsung is more expensive, it always seemed like you're getting a lot more quality for the money. I'm curious what you've seen that makes you feel otherwise.
I don't do my viewing in the store, but in the home. The end result of a properly installed, set up, and calibrated television is how I judge the quality. I judge by the quality of the picture and the ease of set up and calibration.
In my experience, Samsung just isn't special. I've always described Samsung as pretty good, or o.k. Samsung never jumped out at me as better or one of the best.
In addition, I don't find their menus very intuitive and when it comes to calibration, they sometimes make unavailable some of the color adjustments. And, they are getting worse, not better...
Just a few days ago, I saw my new neighbor carrying in a 32" LCD Samsung. I hooked him up with some Grabbit Ears and went about to calibrate. When I went to set the temperature of the TV, I saw that Samsung had added yet another temperature choice, bringing the number of options to five! Cool2, Cool1, Normal, Warm1, and Warm2. That's just insane! (Use Cool1.)
They have also added a "Flesh tone adjustment". Either, this is pure genius and appropriately modifies all related color adjustments so that all you need to do is go there to calibrate, OR, they have no understanding of what is going on. I'm sorry to say that I didn't investigate that function since I had already calibrated the TV and the flesh tones were fine.
All I can say is Samsung never caught my eye, and I'm also not fond of their menu design. I do find Samsung to be more difficult to calibrate.
Vizio on the other hand, has a preset that is one of the closer I've seen to being correctly calibrated - which is also why Vizio advances on my list.
There isn't very much difference between televisions, once correctly set up and calibrated. That said, there are still some who stand out, and only two in the entirety of my not impressed list. Mitsubishi, though they've shown some improvement, ranks low for its difficulty in use, also.)
Vizio is the best value and Sony and Toshiba have picture that catches my eye.
So, that's just my opinion.