sonystyle sf had this puppy sitting out right next to the xbr3, and the difference was AMAZING - and i had thought xbr3 was the king of the hill...
esp nice was the price dif (xbr3 at xxxx, xbr at yyyy!).
sonystyle also had a special, zzz gift card with purchase of the tv to be used on "accessories/warranty/etc" -- but what they don't tell you is what actually happens:
(1) they reprice the xbr4 to be xxxx-zzz -- no typo!
(2) they pretend like you bought a zzz gift card
(3) which they then apply to your purchase of the tv
(4) plus whatever else you want to add to that transaction
-- i bought the 4 year onsite warranty, which was less than what anyone else charges (bestbuy, circuitcity, etc)
looks great, much better control interface than the xbr2/3 family!