Full HD and HD1080: What's the Diff?

This image was lost some time after publication.
This image was lost some time after publication.

As we were walking out of the Hitachi booth, we saw this stand of Plasma displays, where one row was marked Full HD and the one above it was labeled "HD1080" We were immediately confused. Doesn't HD1080 sound like 'Full HD"?

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WTF? If we are confused by this, and we're dealing with this stuff every day, what's going to happen to the innocent consumer just looking for a nice new HDTV? While claiming to simplify the issue, Hitachi has made for some murky waters ahead.

Update: Here are the numbers for those so inclined:

Full HD = 1920 x 1080

HD1080 = 1280 x 1080

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DISCUSSION

technophobia and blue_94_trooper: If you look at the gizmodo post I linked up there, you'll see I took the numbers right from gizmodo's coverage of the press conference. So, they may or may not be correct, but I'm sure they are the numbers I read...it looks like this on the page I linked:

Alright, now we are moving on to their TVs. They are focusing on their brand new 50" screen.

Two Tier 1080 Strategy

Full HD: 1920x1080

HD 1080: 1280x1080

It looks like they will scale like consumer HD camcorders. Video coming.

It is odd that the giz mentioned the "consumer HD camcorders" in light of technophobia's point.

On another note, while I agree that 1280x720 should count as "Full HD" (I think technically, anything with 720 lines or more qualifies as HD...), I think the definition of "Full HD" being 1080p started with PS3 hype and then extended to acceptance by other manufacturers. So, the convention for now is that "Full HD" means 1920x1080. BluRay and HD-DVD are supposed to be mastered at up to 1080p, so while TV broadcasts are limited to 1080i and 720p, there is material available at 1080p.