I'm definitely happy with some of the design choices they've made with these models. Compared to the 2009 lineup these are very attractive looking TVs.
But I can't help but feel the overall lineup is rather oddly put together. They've essentially left the S and V models unchanged, as they are now the EX400, and the EX500. Specs are identical for both to the S and V, which is just stupid considering it's a year later. You'd think they could have at least thrown Bravia Engine 3 on them, but they didn't.
Note: Their website incorrectly lists the EX500 (or V) model as being Edge Lit LED, but when you get to the actual product listing page, it reveals it's a CCFL, so don't be fooled by the typo on the main page showing all the new TVs.http://www.sonystyle.com/webapp/wcs/...52921644539863
The EX600 model appears to be a decent option, but they don't give a release date for it, and it seems it will be showing up later than the others.
So then you step up the EX700 model, and it's essentially a W model from this year, but with Edge Lit lighting. I'm sorry, but asking $2,200 retail for this model at 46" is asking a bit much IMO. It's still 120hz.
In general I just feel like they're asking a lot for not having added a whole lot except for the Edge Lit lighting, and we all know how sketchy that was on last year's Samsung models. I'll laugh so hard if they release these with the same flashlighting and clouding issues that Samsung's models notoriously suffered from last year.
I was hoping they'd show me a set with the styling, features, and price that would make it an instant buy for me, but right now I'm not seeing it. My options are still very much open.