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I'm not a fan of Sony as most of their stuff is overpriced
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If you knew Sony's profit margin on their video merchandise you'd find that their markup (and subsequent profit margins) are dramatically lower than their competition.
In any case their current TV prices are pretty much at the same level as their competitors.
A good test of a TV in the showroom (quick & dirty) is to turn the displays to 50%, turn off NR and any tricks. You'll notice the Sony LCD is quite a bit sharper than its DLP counterpart, with more accurate colors. It's an excellent set, you might want to consider the XS models. They are on clearance (making way for the new SXRD XBR models). Great prices at Circuit City. Better color, 2 HDMIs, Twin View (PIP).
Bulbs blowing? Well that's a problem with many LCD & DLP projections, not just Sony. Ask someone about the DLP color "snowstorm" or "static" when one of those sets go belly up.
I'd get a warranty on ANY TV you'd get, plus a power line filter. (PS: I don't get a cent from this)
