Just keep in mind that the meat of a display is its panel technology and there are only two panel manufacturers that supply to Sony and all the other competitors and those two are Samsung and LG. What makes other competitors like Sony more expensive are the picture rendering adjustments which can be quite sophisticated, sturdier construction using higher quality materials that integrate and electronically keep stable the panel display quality over longer use. It's just like a $3000 camera lens over my $80 kit lens for my DSLR. Both can capture pretty much the same image in rendering quality but the higher priced lens is most likely made of metal parts with weather, dust and water proof seals, slightly better lens coatings and glass design to reduce lens flare and chromatic edge artifacts compared to my cheap lens that is made of plastic, no seals, but with pretty much the same glass design quality except in some shots flare and chromatic edge artifacts might be more pronounced and the focus ring is a bit loose requiring constant manual readjustment. Basically the devil is in the details and no consumer can know everything about why one product that functions the same as another is at a higher price. I know from experience that I won't buy a Vizio over a Samsung even if both are below $300. Really, there's that much of a difference even in the cheap stuff. I'm a digital photographer and am very picky about color and sharpness for obvious reasons and I saw huge differences in a recent purchase of those two competing HDtv model brands.