I am in this mess as well, looking for a good LCD to use primarily with the upcoming XBOX 360.
I narrowed my choices to these three, and here's why:
32" Sony (KDL-V32XBR1) - Since I won't have HD service, I want good SD performance, which I heard this has. I also like that it has built in tuners, so I can connect an antenna for OTA HD. This set quickly seemed to become the "leader" in the LCD pack. But is it worth the money over....
32" Samsung (LN-R328W) - I hear this set has great picture quality at an affordable price, and Samsung is the "endorsed" vendor for the 360. The price on this set is what is appealing. However, for more money, I can have the above Sony, which is said to be superior in quality all around, or a larger set, like this...
37" Sharp (LC-37D4U) - Sharp has always received good reviews for there Aquos line. The TV is featured well, and has a nice finish, plus its bigger than the above sets and for less than the Sony!
I hate this, I can't decide for the life of me what to get. And the 360 is around the corner, I want my TV darn it! :) I really like the Sony, but I wonder if my money is better spent on the Sharp, any help?