I just returned my 2nd 40EX700 set to the sony store today. The corner brightness, flashlighting issue is a deal killer. So much so, I had to take an unnecessary 20% restocking fee because I did not keep the original packaging! UGH!
The flashlighting is very apparent when viewing in dark conditions, especially during a dark scene in a movie with the lights off, it is very distracting. I did not think my TV was plagued with these issues until I viewed it under such conditions, otherwise I was very happy with the picture quality until normal or low ambient lighting conditions.
It's up to you and your viewing habits whether this will be a deal breaker, but I do want to forewarn others on this forum considering an edge-lit. Contrary to what some other's have said all of the edge-lit TVs in the store exhibited flashlighting under dark lighting conditions, I would not bother with purchasing in the hopes of finding a holy grail set with no issues. I will be waiting patiently until next year's model, 2010 is not the year for LCD tv's.
My settings were: backlight 3, brightness 49, picture 96, all enhancements off
Anyone know if sony is releasing a fully backlit LED in a 40" ?