The BenQ 1070, which was under $1000, didn't have enough throw for my setup. For me the choice was made easier because I also wanted to play games, lag times knocked off many I would have considered. The only one that made it through the requirements, under $4000 was the W7000. I do think the W7000 would have done the job, but I wanted to put together a great system across the board and the Sony comes with glasses and an extra lamp.
For me the deal was sweeter with the Sony since the ht shop gave me a great deal on the projector, big discount on a full Paradigm set and $500 off a Dragonfly 110" screen. There was still a price difference but in the end it was much smaller than if you compare MSRP.
But you're right, maybe I should have still had the W7000 sent over since Amazon is so good with that. I think in the end I would have ended up with the Sony, but would've been that extra piece of security that I was making the right choice. I also didn't want either the hassle or the risk (something happens to the projector) of the return.