According to the magnolia department who I consulted when I bought my tv, the z9d tv implements the same visual technology that they use to build movies. This is what makes it a higher cost. When viewing both tv's side by side there are certian visualizations that appear on the z9d that aren't visible on the xbr940D but the 940D is one of the most detailed screens. There is hardly a difference between the two and for the price point it's all however much your wallet can handle. If you want the best of the best then get the z9d if you want best of the best with affordability then get the 940D.