So, I just picked up a new Dell S2740L about a week ago. I've have it connected to 2 PCs, one with DVI and the other with a DVI-HDMI adapter to the HDMI input. I've been working, browsing and PC gaming with no problems at all. Today, I hooked up the Xbox 360 to the HDMI for the first time for some Forza. Now after less than a couple hours, there's obvious image persistence/burn-in in both upper right and left corners where game text display was. I unplugged the Xbox and re-connected my PC, then checked the PC HDMI input and PC DVI input and the burn-in after image is still there in Windows. I've had various LCD displays and TVs for years and I've never had burn-in on any of them. Until now, I thought it was a thing of the past with newer LCDs. What's the best fix? I see two solutions that look good: 1) leave the screen off for a few hours or over night. 2) Make two full screen solid black and solid while images, then play them in a slideshow loop cycle for a few hours. Another option was to just use a static solid white screen and leave that up. Why have I only seen this burn-in effect with the Xbox and not with hours of PC games (with similar static HUD text)? I don't see burn-in from normal PC use, like browser or Windows UI elements. Also, I don't see this burn-in effect with the Xbox on my Sony TV. Why is that? Any suggestions for Xbox settings to avoid burn-in? It sounds like turning down the brightness may help. I also had the Image Enhancement option on just for the Xbox and not for PC use. I guess I'll keep that off too. I probably won't use the Xbox on this screen if I have to fix the burn-in or leave the screen off for hours every time after I play. UPDATE: The LCD menu has it's own built-in LCD Conditioning program built-in, so I may try that first if leaving it off for a while doesn't fix it. I also found the Xbox Expanded Reference Levels option for PC display output, so I'll see if that helps.