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Heh, I work in an electrical store. Will be doing so until I go to Uni next year, the money's very good in this particular place.
The P37 series is higher spec. It's supposed to have higher detail, and like I say, any 100Hz fast moving object faults are even less noticeable than the X4 because it's 75Hz. I won't repeat the rest.
You do need a better feed to make the P37 worthwhile though, analogue can be fairly mediocre like most, but it doesn't over process flaws like the Pixel Plus TV's often can.
I haven't seen the KV28CS70 yet, but if it's no different to its predecessor (FX68) except for casing, then I wouldn't bother. The FX68 was stripped of anything but basic 100Hz, and just wasn't anywhere near the usual Sony 100Hz quality. It's because Sony now try and make a 'budget' and 'premium' version for their initial Digital and initial 100Hz range, before you get into the extra detail sets.
The only reason I can see to getting the X4 over the P37 is if you get a particularly good deal on the X4. But neglating everything else, simply the X4 is the model below the P37.
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