PROS: Wow. Clearer than other brands and no screen flicker like Samsung 120Hz. Includes pc input jack unlike Sharp. Blacker screen than Philips (I also heard Philips is getting out of the tv business so I wouldn't buy one because there won't be parts). As with all LCD tvs, be sure to buy a Sony upconvert DVD player to smooth out diagonal lines or they will look pixelated.

I think Sony is also more reliable than Samsung because at work, I bought 2 46in Sony LCD a year and a half ago and they've had no problems. In contrast, I bought 3 Samsungs 32inch tvs and 1 was bad out of the box due to no audio for analog channels and Samsung tech had to come out to verify the problem then he replaced the motherboard instead of just coming out with a new tv -- what a pain in the butt; a 2nd Samsung died after 2 years because of a bad power supply.

The Sony's sound is also very good so when I watch TV, I only use the built-in speakers as opposed to using my Onkyo stereo receiver because the Onkyo gets really hot. We had a 2008 Beijing Olympics opening ceremony party at my house with 10 people and the built-in speakers were loud enough for everyone to hear in a 20'x15' room.

CONS: It's a little thick so it doesn't look as flush against the wall as I had hoped after I hung it on my wall above the fireplace.

7/6/09 Update: SONY TV is still reliable after 1 year!

Bought it from Amazon. Delivery was flawless.
First I got a Samsung A650, but I really did not like it, so I exchanged it for Sony 52V4100, and it was love at first sight. Great looks, easy menu, good remote, amazing PQ. To be fair - Samsung's PQ was VERY good, but the TV itself had way too many annoying little things for me to ignore.
I have my PS3 hooked up via HDMI, and also an over-the-air hi-def antenna. Like I said - the PQ is excellent, and I really like this TV.

like the other reviewer, I made my decision based on economic factor (vs 120hz. if you add up the differences between costs of TVs and insurance, it is close to $700 difference. i am not a trained a broadcasting specialist, but one of my friend in broadcasting industry told me that he could not see the difference between a regular vs 120hz.

This is a great TV and delivery is flawless.