Good gracious!!! I just got my new Sony LCD and, after some calibration, it looks stunning! I have to admit, I was a little nervous going from my 34XBR970 Sony direct-view to this LCD but I'm watching something on Discover HD Theater right now and it's incredible. As great as the direct-view was (it's well known for being incredibly sharp, with deep blacks, etc) it was missing that "WOW" factor you get from a larger HDTV. I know this because I used to have an old Toshi rear-projection HD monitor.
The WOW factor is back!
Unfortunately, I can't figure this service menu out in order to truly correct the color decoder, but even if I can't this TV looks good!