But Sony uses Samsung panels. So its actually a rebadged Samsung but of course Bravia engine la. Having said that, the new Samsung Dnie II is amazingly great engineering. Just one thing, if you're gonna watch astro on lcd TVs be it Sony,Toshiba or Samsung, dont have high hopes of the quality as astro is SD, unlike 360 which is HD.
If u have the time, head up to Harvey Norman at Ikano power center, they have all the major branded LCD TVs side by side so you have a true experience to compare yourself.