Sort of in the same boat as you at the mo. Went to the metrocentre in search of a 32/37" lcd at the weekend. TBH the best 37" I could find that I liked the picture quality on was the Toshiba in Dixons but it was a bit out of my budget at £649 so just gonna keep looking or wait til the prce of that one comes down a little. Here's the link to it.......(comes highly recommended from me as I must of been in Dixons over an hour watching it lol)
Have a look at the Sony KDL-37P3020. Not seen any "expert" reviews yet but feedback on Amazon is all positive. You can get these for under £600. I was seriously considering this tv until I came across the Toshiba 37X3030DB. I've not actually purchased yet but there are plenty of Toshiba reviews about and loads of positive comments on these forums. In the absence of expert advice about the Sony, I was going to go for the Toshiba until my wife decided we should be saving our money to move house!!!