Hi,
I had a chance to compare KRL-37V in shop near Sony W4000, lots of Sharps, Panasonic... It costs about 1500 euros in Coratia.
In short, its great TV. First of all, reflective fiters (coating) is marvelous. It reflects far less then LZD800, buit its picture is far better than Pannys. Level of details are class leading - even Sony W400 looks rather blurry in comparison with Pioneer, with HD source.
Picture processing is one of the best. 100 hz makes moving completely smooth, with no visible artifacts - great job. As is level of blacks: MVA LCD panel from Sharp is OK in this regard, reflective coating makes it even better. As far as I am concern, this is the best 37" LCD TV on the market. It has only one flaw: viewing angle is visibly narrower than Sonys (PVA), and especially Pannys (IPS). Too bad Pioneer didnt take PVA or IPS LCD matrix... Or makes 42" model. Cant wait to see 47"-er...