For anyone about to take the plunge I got a good deal at JohnLewis at the moment. The 37EX503 is £629 and the VAT can now be reclaimed from Sony as a special promotion bringing total price down to ~£530 including the 5 year gaurantee and delivery.
The shop price has already gone up to £699 after the VAT promotion started but the internet is still showing £629 so might be worth bagging a bargain.
The shop price has already gone up to £699 after the VAT promotion started but the internet is still showing £629 so might be worth bagging a bargain.