Just a quick rant on SonyStyle. With the aid of AjeS, I was able to get Sony to offer me a price match to US Appliance on the XBR-65HX929.
I sent them an email with screen shots (per their request) and they actually called me back and offered me the TV at the US Appliance price.
Unfortunately, I answered on my cell phone while helping my 2 year old get to bed. Needless to say, the kid has priority over my silly TV purchase.
The Sony rep said that he could call me back at 9 am Pacific today, but that if he didn't, I could call them back and get the price.
I called today, but they were unwilling to offer me the same price.
Their stated reason was that the original rep shouldn't have offered me the price because the Sony policy didn't match "in-cart" prices like US Appliance.
That's fine to have a policy, of course, but it was freakishly annoying to get the run-around from Sony in the meantime.
YMMV, but I'd suggest thinking twice before trying to deal directly with Sony.
(And I'll cross my fingers to see how the US Appliance purchase comes out).