There seems to be some critisism of LCD's generally in these review threads, detracting from the overall score for this set. If you are looking at plasma's, LCD's and CRT's then you will find that Plasma's and CRT's generally have a better picture, so if picture quality is key, buy either one of these. If you are set on an LCD, like I was, (for reasons of size and durability over the other two) then the Sony is well worth considering.
I have to admit to being a brand snob and spending over £500 on a TV I want to feel good about it when it is switched off as well as when it is on. This limits the choice to a few sets all in a similar price bracket. I spent a good deal of time studying the pictures in Curry's of various manafacturers, and only Samsung seemed to be competitive. I went for the Sony based solely in the end on the build quality and brand.
Having got the set home, set up was very easy and automatic, the controlls are pretty intuitive and the picture is way better than the old 24'' Hitachi CRT I had. Watching it is easy on the eye and it is not too bright, which worried me with the Samsung. The acid test is would I buy the same again and the answer is yes, I haven't seen a better telly for the money. Price paid - £539 from Currys after some significant haggling.