I think some of you need to read a little more carefully.
The XBR4 will process the image in any of the settings, like Standard, Vivid, Custom, etc, BUT according to HDGuru's hands-on review and tests, you will NOT SEE the full native 1080p resolution with any setting other than Cinema or Custom.
So, if you choose Standard or Vivid, you'll still get a nice image, but AT LESS RESOLUTION [probably several hundred of lines less and not 1080p], regardless of the particular benefits that a Vivid setting provides for the image.
Remember, no matter what you "feed" the XBR4, the processing scales the signal to the set's native 1080p, but you will only see the full 1080 lines IF the display is showing the image in the Cinema or Custom mode.
Also, I don't understand the comments about Sony's color. They've always had very accurate color, along with Pioneer and JVC.
Sony, Pioneer, and JVC color ratings [from industry reviews] are superior to those by Sharp, Samsung, Toshiba, Panasonic, Hitachi, Mitsubishi, Philips, Vizio, etc.]
Adjust your settings appropriately, and/or see those owners here that are posting their own settings (for comparison).