I just purchased a new set to replace my Pioneer 60" Kuro Elite, 150FD.
Prior to the Pioneer, I owned a Fujitsu 50" 720p plasma.
So, I journeyed into this new set purchase with the experience of years of high end plasmas, both of which provided many hours of excellent viewing.
My choice was between the new Sony 65" 4K set and the Sharp Elite LCD 60" PRO60X5FD.
I brought about six Blu Ray discs with me for the audition of these two sets. I started with the 4K Sony.
The 4K source demo that was running had fabulous detail. Overall PQ was very good, but nothing that knocked my socks off.
Before playing the BD's, I did a quick and dirty calibration of the Sony. Frankly I just couldn't get excited. The 4k upconversion did not match the detail I was used to seeing with my Pioneer Kuro. The black levels were OK, but nothing to write home about. There was just no punch to the picture. I played with the contrast, brightness, etc, but still couldn't get excited. Black levels were OK, but not outstanding.
Believe me, I wanted to like this set. I wanted the 4K technology and I knew that the Sharp Elite was being discontinued. I wanted to buy this set.
The coup de grace was the speakers. I didn't need them, but could have lived with them. But those darn reflections. No matter where I moved, the inwardly curved speakers always caught some light relection and become intrusive to viewing. My eyes were constantly being drawn from the picture to the speakers.
I then auditioned the Sharp Elite with the same BD's. Frankly, I became emotional over how absolutely gorgeous the picture was. There was the same deep visceral feeling of enjoyment and satisfaction that I felt when I first was a Fujitsu plasma. The picture quality was beyond anything I had ever seen before. And the detail was better than my Pioneer Kuro and much better than the 4K Sony (with 1080 material). I spend an hour with the Sony, but only needed 15 minutes with the Sharp Elite to know that the Sharp Elite was what I wanted. I've now had the Sharp for a few days and continue to be so very excited by the picture quality.
I appreciate that there are people here who are very impressed with the Sony 4K. That's great. We all see things differently. It certainly is an excellent display. But for me, the Sharp Elite was the way to go.