I've got a week left to return my sony ex500 at best buy, and I'm considering the st30.
THE sony has very minor flashlighting, mostly only visible at night, but that's when we watch movies so it is a pain.
I have the sony backlight set to 1 (out of 10) and brightness 52 (out of 100), and its bright enough for most situations. Hopefully the st30 will be bright enough. No direct sunlight, but a north facing set of sliders provide some ambient light, and the apartment walls are beige.
Basically, I just feel like I can't pass up the current amazon prices, and will either the 42 for less $$, or step up to the 50 for a little more than the 46. Actually $275 more, but the 3d kit is a nice kicker.
I if go with the 42, we can always move it to the bedroom if there's too much light. The 50 would be overkill in the br though.
I really hope it's a substantial upgrade in pq, because aside from the minor flashlighting, the sony is pretty solid.
Btw, anyone know if BestBuy price matches amazon? The 0% is nice and we'd rather not have to open an amazon account also.