I have a 40" Bravia LCD.
over priced my ass! just need to shop about. all the samsung's, pioneer's etc of similar spec are the same sort of price. the model I have dropped in price about 500 notes in 6 months and came with a free sony micro hifi system (120 quids worth) at the time of purchase. I think there were other deals regarding Sky HD to be had also at the time.
Having lived with my Sony the EPG is fantastic, 2nd to none, makes it even better value for money. as it's a side to the telly i didnt consider when check them out in the shops. but it's ease of use and feature rich interface makes something not to be over looked when speccing telly's.
The picture is fab, considering it's only off the built-in freeview it's fantastic. I know it'll be better off a HD box but it's still great with freeview. My 360 looks awesome also

Mine is only a 1080i picture but since it's only my 360 that really uses this it's not a problem and looks great.
I also think the this dont get a LCD over 32" thing alot people say is crap, I compared mine next to many plasma in store side by side and plasma's are no better IMO. Infact I prefer the LCD picture. Modern LCD's are much better than the 1st gen items now.
Rob