Did you factor in Sharps new 37 incher? LC-37XD1E? It's a stonker.Sony products are becoming unreliable and non-durable these days. Their first generation of BRAVIA had a problem with the power supply causing it to switch-off by itself after 1,200 hours of usage. In addition to this the backlight bleeding is more prevalent in the SONY than other LCDs. Imagine watching a unnatural picture with white washed color balance. I chose Toshiba and that #1 status ony applies to the 37 incher.
Sharp is the clear winner among the 3 in terms of balanced features,performance (the blacks) and overall value.