I'm looking at 27" TVs up to $550. I can't afford to spend any more than $550, so that nice 27" Samsung HDTV set from Best Buy is out of the question. I'm upgrading from a 20" Sony Wega and I think I've narrowed down my search to either the Sony KV27-FS100 or JVC AV27F703. Both are $500 at Circuit City so they fit my price range. After taking a look at both sets I personally thought the picture on the Sony looked better, but sometimes I have trouble making decisions like that in a store environment. I'd really just appreciate some opinions from people on these two TVs. They seem to have extremely similiar features based on what I've been reading and what the floorperson at CC said. Is there anything about either one I should know? Would anyone here recommend one over the other? Sorry for all the posts, but I'd hate to make a ~$500 purchase without being relatively well informed first. Thanks again.