Was just about to buy a Toshiba 50HX81 when I saw a new Sony KP57HW40 that just came in on the floor. I must say I have no tweeking knowledge but HD was the same on both but the Sony kicked the Toshiba on normal non HD DSS and regular over the air programming. Anyone seen this yet? I am really stumped now. I watch mainly regular DSS and only a few DVD's a week. Anyone of you tech guys care to comment. This new Sony sure looks great. The sweet spot is about 9-10 ft. and that is why I was considering the 50 inch toshiba. I really think normal non HD stuff on this Sony 57 looks better. I am holding off on my purchase for a week or so now.