I'm not sure if it is a big enough improvement on my AF9 to justify it. I mean, the A90J wasn't going to be a night and day difference either, but even so. With the horror stories coming out of owner's threads, it has definitely got me contemplating things. The main worry I have is that pink tint issue on the borders, as it isn't something that is there straight away, so you will never feel comfortable watching the TV, knowing it could crop up at any time. It also points to it being a design issue as I can't recall anything like that happening with an OLED range before, and the new LG is using the same panel, so it is obviously something Sony are inserting into the manufacturing process.