It's a toss up between the two for me. The Sony 'may' have the better PQ, but I think the JVC 'may' have the better blacks. So, do you want a few flaws with good blacks, or a few flaws and grey blacks. I've seen the JVC look awesome, and I've seen the same from the Sony. Both have a few trade offs, the JVC possibly more. However, blacks are very important and I'm nervous about watching UnderWorld in a non black picture the Sony has. I like the room fairly dark, with is another stroke against the Sony. I think you need to see both and decide which is best for you. DLPs are not an option for me or the wife because we both get headaches and i see rainbows as well.