OFF the hook!!! I did a lot of research before buying. I first started off by narrowing down what I wanted. I started off looking at 42" TVs for my living room (I later bought a 42" plasma for the bedroom) Once I looked at larger than 42 it was harder to go back. Since I was going to be playing X-Box 360 I didn't want a plasma since I had heard about burn in from video games. For any wall mount TV's over 55" I was looking at some substantial cash. I didn't want the old big boxy big screens, so I decided on a rear mount LCD projection. I had seen an add at Bestbuy for a 56" JVC with a free stand for $2500. Since the stands seem to run about $300 for a good one this seemed to be a bargain. I went to Circuit City with the add to see what they could do. Told them if they could get me a good deal on a similar TV and throw in a stand I would give them my business. I saw this TV as the display they had with the recliners and surround sound and it looked crisp. The GM ended up giving me the TV for $1869.99 and a nice stand (much nicer than the free on at bestbuy) for $223. I am very pleased but find myself only watching it on Sundays for football since I am never home. Maybe this means that I will keep it for 10 years :) I chose not to get the protection plan since it was another $500 for 4 years. It seemed a bit much to me. Everyone told me to go with Sony and I am glad that I did. The biggest shock was the weight vs. the size. I have a full size Expedition and we could not fit it in my truck with or without the box. However the TV only weighs 82 lbs, extremely light to move and maneuver.