Pros: Definitely recommend!
Cons: Minor issues of black level and pixelation
Could not be happier with this tv. After much research on competing technologies and companies, I bought this TV and could not be happier. Before I describe the TV, let me give a quick synopsis of how I chose it. First decided on physical characteristics, where and how big. For my room, I decided on 42" with a placement in the corner. Of the 4 technologies I was considering: plasma, LCD, DLP (rear projection) and LCD rear projection, this eliminated the LCD since the price gets ridiculous at this size.
There was no additional value in having a 4" deep screen since it was being placed in the corner. For definition quality, I decided on HDTV since this is the future: more and more stations with high definition DVDs coming in the near future, etc. This eliminated plasma since the HDTV version of this size was double the price of the others (~$4K).
This brought me to DLP vs LCD, which was a much tougher choice, but since I see the rainbow effect and it bothers me enough, I decided on LCD projection. Of these, the Sony has the best quality picture in my opinion.
In my home:
The picture has been absolutely great! I've found that I get the best quality, especially at the lower channels, by plugging the cable directly into the TV rather than use the cable company box. This also saves me ~$10/mo and cables, but I loose the interactive guide. The two minor picture issues are black level and pixelation on fast movement. I can notice these, but it does not really bother me that much. For the pixelation, I've noticed it on the PBS HD, which is 1080i. I've not yet determined if a 780p signal is better in this area.