We've had the 32V5500 in our shop for just over a week now and we've already sold a few, despite having outgoing sets at lower prices. Its a very impressive set. We've got one above our very last 32W4000 and, to be honest, the new V is the better set. Its certainly better on freeview SD content than any of the outgoing 32" sets and the menus and general feel of the set are very nice. Our engineer also set one up in a customer's home the other day and felt that the new set was a good step forward from the outgoing range.
As long as the 37 is as impressive as the 32, my next set is going to be a 37V5500 so that I can make better use of my new blu-ray player! (my old 32S2510 can't accept and downscale a 1080P signal, never mind display it so I have to have the BDP's output set to 720P at the moment).
At this stage the best advice I can give is to pop to your local Sony Centre and take a look. Judging with your own eyes is always the best way and any SC should be able to demonstrate the set with a range of inputs - freeview, Sky HD, DVD, Blu-ray. I'd also recommend going to look at the main competition, including the Panasonic and Toshiba sets and the Pioneer 32" LCD. That way, when you finally hand over your money, you know that you've picked the set that is right for you.