Sony has exited the plasma market because their sets never stacked up to the competition. Especially at their price points which leaned towards the higher portion of the poll. I would get a panny or pioneer over this sony any day. As far as bang for the buck, it doesn't get much better than Panasonic or LG. Check 'em out...
I looked at the 37xs955. I could have gotten it for less than 50% of MSRP. I passed for 2 reasons. 1) It uses something called Alis to essentially reproduce a 1024 vertical pixel count with only 512 actual pixels. Or something. Anyway, because of that, the blacks are not so great. 2) Over on AVS, it has the same reported changing black level problem the Panasonics have. OK, so I'll just buy a Panasonic instead.