Just back from the Sony Store and here are my findings: 1. Pleasant looking TV set - thinner than most DLPs. 2. OKAY Black Levels, demoed Gladiator DVD and it could not handle the dark scenes at all - especially at the beginning battle when it's blue, the colors looked terrible. 3. Great Menu system - very customisable. 4. Brought my own copy of HQV benchmarking DVD and it failed on nearly all tests asides from the Cadence test where it performed 10/10. 5. Perfect picture in 1080i - as to be expected. 6. NO DOT CRAWL! (Yippee) and the picture through RF as many folk has said matched the more expensive 50 inch plasma at 5800 quid. 7. As echoed before, not as good black levels as Samsung L7 - yet to see the L6 in the flesh. My Conclusion: At 1399 this screen was great value considering it has 3 years warranty, free delivery but I decided against buying this TV, the girlfriend laughed when it was running the HQV benchmarking DVD and the salesman looked embarassed as it failed nearly all the tests! The L7 kills the Sony in the fact that the colors on the L7 look A LOT more vibrant and the blacks are much deeper on the Samsung L7 for example. I myself don't suffer from Rainbows and am probably going to settle on the 50L6 for 1305 from Pixmania (calling now to see if it comes with the stand) Overall, a good alternative if you see lotsa rainbows - but if not, your MUCH better off going for a DLP and get better colors (more realistic looking) and much better Black Levels!