When I first bought my KDL-40EX500, I felt that the picture was overly grainy. To me, it was like the sharpness control was overly hot.
I used serialmike's settings and then tweaked those settings with my Spears and Munsil blu-ray.
For me, I found that going below 3 on sharpness started to dull the picture and obscure lines. Over 3 really accented any grain or artifacts in the picture.
I've had the set for about a year now and either I've just...