Probably wise to wait just a little longer before spending your money. The Sony BD S350 has yet to gain enough accolades to qualify as the best model in its category. I have not seen many reviews, the review in these pages (or on the website) being a tad less thorough than some we might see soon.
The German reviewer I read from time to time (a major player in the hi-fi, audio-visual and IT publishing world) does a much more thorough job, with many measurements as well as what sometimes may appear to be an over-technical set of descriptions. This magazine has yet to publish a BD S350 review, but it will come fairly soon.
This said, the same German magazine gave full support to the What Hi-Fi? review of the Sony KDL 32W 4000 tv I bought recently. Same result: leader of the pack.
So, wait a little and read some more reviews, or, better still, talk to a good dealer who really can fairly demonstrate his products before spending your well-earned cash.
And, finally, do let us all know what you discover . . . please!