Sony usual have their cashback offer running mid-Oct to Christmas Eve. Thing is, is it worth taking advantage of or waiting until next Spring for new products? The 853 was announced in Jan, not released until June. Makes you wonder if the next generation of Bravia have already been almost manufactured. Thinking this way though usual means you continually wait to see what Sony will improve on and end up with nothing. Very tempted by 55' 853 soon. Of course there are the post Christmas sales to clear old stock. What to do? :?