I just put an LCD color DMD in my IJ this weekend. To clarify previous comments, LCD has multiple options, including dots (dots xl setting is what I use). My understanding is that LED only has 1 mode and it's a smoother/cartoon like display. As far as brightness, it's adjustable 0-9, mine is set on 4.
Additionally, I think colordmd uses the same video on their website to represent LCD and LED. So don't be fooled into thinking you are watching 2 different products.