I am in New York on a business trip and nipped in to the Sony showroom. Lots of HD dispays which looked really very good with live American football on an HD satellite feed. If this can be matched by Sky it will be very worthwhile. The real highlight in the showroom was the Qualia 70in RPTV showing Discovery Channel HD. The picture and feed were absolutely stunning. The salesperson said this set upscales to 1080p which I am not entirely sure is true but either way it really was fab. From about 12ft away there were some small artifacts noticeable but really very minor. $13,000 over here for the set but it does start an uncomfortable line of thought as to whether a 70in set will go into my front room or if the Missus will tolerate it (prob not!). The 40in displays looked really small afterwards. I think the real point here is that HD allows much bigger displays to be acceptable from a much shorter distance. Start saving now!