Sure, but I was talking from the perspective of someone who had the budget for the 700/900 or Sony AND lived in the UK where the Sony could actually be had for less than the 900.......how many people are going to pay more for a machine that is not true 4k after they see the Sony pic? Besides contrast (which is a biggie, I know), what advantage does the JVC have? The Sony should be a better machine in every other way and certainly looked that way from what little I saw. The fact that it can be had for just a bit more than the 700 and LESS than the 900 would make both of those tuff sells IMO. Again though, it's a much different scenario over in the states where the JVCs look much more attractive considering the price difference vs the Sony.