I listened to others and just enjoyed a couple Blu-rays instead of playing with calibration discs just yet. It is an awesome projector. My first, and coming from a Panny VT50 plasma I'm spoiled. I won't say its identical to a VT50 but its awesome nonetheless. Everyone is floored by its greatness.
Painting the (family room) so its all white primed walls now; disastrous room for light control but those primed walls make a good lazy man's temporary screen. Just for fun I wanted to go for the thread record for announced image size (even though its just temporary while I wrestle w/my final image preference): throw @ 16.5 ft, zoom opened up to max, projecting a ~168 in diag 16:9 image ootb. Even on low lamp (at night) it's just fine (of course its a fresh lamp;less than 40 hr so far).
Seating is fine @ 15 ft. Move up to 11-12 and it gets a bit too overwhelming. Sit at 10 ft and it's just too much. Of course the 2.35 image is much more digestible even at the closer seating distances (though friends & family are following the bell-shaped curve wrt seating preferences with the avg @ 13-14 ft and me tolerating the closer seating).
Quiet. I was originally was going to buy the 5030. In fact I was CONVINCED my Sony fan was broken - it's that quiet. Had to hold a kleenex up to the exhaust and intake vents to prove to myself the fan was indeed working fine. Its not a strong fan. It moves HOT air out without a lot of force so I'm not sure I'd ever want to back this puppy into the back wall of a closet - the local area gets warm unless there is free, ambient, air flow available.
Sports. No problem. No motion artifacts at all on cable basketball, football, or DirecTV football. A big relief for me. Mind you on some cable/DirecTV broadcasts you need to put up with various compression artifacts. Cable sports sure aint no Blu-ray, at least not yet. So be prepared to lower your expectations a tad for cable stuff. That said sports on a big screen (at night) are awesome.
No regrets, other than history will show me being one of those suckers that bought this awesome projector BETWEEN sales. Argggg.