I'm looking around for a new TV for months now, have seen any set of the mayor players several times, with own material and I'm not agreeing with Whathifi's overoptimistic conclusions over Philips LCD's. To me they are subject to quite some artifacts in the picture, artificially improved by 'not so perfect' motion sharpening software that will seriously bother you in the long run (halo's). Regarding this, they are even with expensive LCD's not in the same league as Panasonic (Plasma's, still), Sony and even Samsung. For Sony, I would not recommend a W, but a Z5500 (if you take a close look, decreasing in price by the day now).