It is very confusing. I would say though that don't get drawn in by the manufacturers blurb on things they have done to improve things, things like dynamic contrast and dimming the back light can lag and cause the picture to noticably flicker.
You are best off going to somewhere like John Lewis and looking at what the TVs look like, even if you don't buy from them they tend to be set up well and their sales staff seem to be more knowledgable.
I bought my Samsung about 4 years ago when full HD was just starting to come in on under 40" TVs. I probably would have bought the full HD 37", but going in the shop and looking went for the 32" 720P model as for the technology at the time it looked better at the distance I would be viewing for standard definition (which most still is now)