I have to disagree with the last few comments on the poor SD performance of this set.
-Properly set up this is probably one of the better LCD sets for SD (As long as its not analogue your watching) Most of the previous Sony LCD's have been pretty bad but the W4500 is a big improvement. For SD or digital TV set motion flow to high and noise reduction to medium, sharpness 75% and mpeg noise reduction of off, For DVD movies set movie mode 2, Set 100hz motion flow to "off" as it does strange things with the movement. It should remember settings on each input so you don't have to keep messing. If you need advice on other settings just ask.
If you watch a lot standard def TV (and most of us still do) and you just want a big flat screen TV you will not do better than a Panasonic PX70 & PX80 series Plasmas! I have spent months looking at different TV's side by side on HD and SD and trust me on this -you will not get a cleaner, smoother picture than the Panny with SD. The HD is pretty good as well considering it's only a 1024 res panel, (as are the early Pioneers) the later PZ models are actually worse for SD because of the amount of pic processing going on. I have seen the 42 inch advertised for £600 recently (Incredible bargain) get one soon as supply is drying up.
Coming back to the Sony; the W4500 is a damn good TV at any price, you will be hard pressed to find a better LCD screen for HD at the moment for £849.00 if you shop around, so stop complaining and try setting it up properly.