Just saw this TV in action at BB in Norwalk, CT. It was the 40" W and was right below the 40 inch Samsung A650 on the wall. At first I thought it was the V, but then I saw it looked different than the V I have at home. The Sony name lit up and I don't remember that on my V. So upon further inspection I saw it was the W.
Unfortunately for you guys, I am a bit of a newb so I can't do any in depth comparison of the 650 and W. I only looked at them for about 10 minutes, the W seemed brighter and seemed to have more "pop", but I couldn't tweak either TV, it's very possible someone could have tweaked the Sammy or put in Standard or Movie mode and it was obvious the Sony was in Vivid "torch mode".
Other than that, the pictures seemed quite similar. The Sammy's color accuracy seemed better. The green on trees looked more natural, whereas the W had a more limey bright green, but again that could be contributed to the settings- I wish I had a remote to play around with!!
Black levels seemed similar, with the nod probably going to the Sammy here but almost too close to call. Hopefully someone with more A/V knowledge and ability to tweak settings will be able to also see both in action and report back.
If anyone has any questions, I'll be going back to that Best Buy either today or tomorrow and can check anything out for you.