Loewe do indeed make very good TVs: we've rated every one of their series highly - including the super-stylish Individual sets that can be customised to suit your specific decor needs (and do come in 37in...)
OK, so you're paying a style/technology premium (which is why they commonly get four stars from us, thanks to our performance-per-pound ratings system), but you're still getting a competitive set in terms of picture etc (and they typically sound above average, too).
We're reviewing the latest Loewe Connect sets (see
here) in our next issue - not sure how they've shaped up yet. Also in that issue is an overview of all the new ranges from the top brands - Sony, Panasonic, Samsung, JVC, Philips, LG, Sharp, Toshiba, Pioneer and more - including the latest style trends, such as LG's red-backed sets.
And I agree that tastes vary - I think the Pioneer Kuro TVs look great as well as being the best-performing sets you can buy. But then what's on screen is far more important, IMHO.