The S series is SOny value-line and the 40" normaly cost more. So get the LG/Samsung 37" or 42" instead. Unless you're Sony loyal.

loyal to sony? why? they make chinese crap like every other jap. or korean company

Listen. I ordered this exact same one 2 months ago. As stated above, it is the value (read: cheap) line of sony. I really recommend against this "S" series.

I exchanged my first one, had the same issues with the second. Sony sent me a 3rd with the same issues. I swapped out all my cables, changed my cable box and several other things I could think of. This is really a bad model.

Read the "AV" forums before you even think about buying this. Just a warning. Buy at your own risk.

I have the Sony KDL40S3000 and while some of you may disagree with the quality of the S series, I have nothing but praises for the quality. Amazing black levels and the HD, well, although it's just 720p, it is just unbelievable! some may say that I am one of the lucky ones, but I gotta say, I'd buy another one any other day. Yes, the "S" series are the cheapest ones from sony I think, but so far the company have stood behind its product. I had a small issue with the HD tuner when I first bought this tv, but called sony, they sent a technician the following day and the tv has been rock solid since, and that was 3 years ago! Am I a Sony fan? hell NO! I am fan of companies that produce great quality electronics at a reasonable price and stand behind the quality, in this case Sony just happened to be it for my tv.

I will add this though, the price for the model stated here is NO deal! just a month ago, sonystyle had a 46" V 120HZ PLUS a PS3 for $999! the ps3 is 300 alone, so if you think about it, the tv was only 699! My friend bought that combo and he has nothing but praises about his purchase.

Now owned by tiger direct.