That X30 will blow anything else in that price rage away. To even approach the picture quality, you'd have to step into the $3k+ range. Don't quite understand what you mean by an "entertainment" vs "theater" projector. I watch movies and play my Xbox 360 in my theater. Nothing like Skyrim or GTA 4 on a 110" screen. Drooling for GTA 5...
I've got an RS40 which is the predecessor to the X30/RS45 in a totally light controlled HT shining onto a 1.4 gain screen. I've got the iris in the projector nearly 85% closed and it's still really damn bright. If I open the iris 100% and put the lamp into high mode, it's blinding bright.
Don't judge a projector on specs alone. Since you're going to have a light controlled room, you don't need as much output. JVC has the best blacks in the industry and is hard to beat in 2D picture quality. Very much worth the extra cost if you ask me.
Going with a positive gain screen might sound funky, but it will help with brightness as the lamp ages.