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I would go for the Sony. I have a Sony 46" LCD, and am very happy with it.

Sony just changes the model # of some of its TV's for Costco and Sam's Club. Sam's Club - 40" Sony Bravia® V-Series LCD HDTV Check Sony's website for the model #, you might be able to find it even cheaper at another store. As for Sony...it's what I have, and I love it.

I had a Vizio 42" LCD. I still have a Vizio 20" LCD in my office. I will not buy another Vizio. Same scenario...you get what you pay for. I now have a Sony Bravia 46"...there is no comparison. Go to a store where you can see (side by side) the same HD feed to a Vizio and any other TV like a...