Sony, to me, are the essence of LCD TV's. In general, you compare all other LCD's to the Sony brand, and not the other way around. First though, let's define what the KDL40EX520 actually is. It is an LED backlit LCD TV, NOT a conventional LCD TV, so it's in the wrong category in here. It "should" be listed as an LED TV. The only difference between the two though is the back-lighting method. Conventional uses a fluro type tube and LED uses, well, LED's I guess... Anyway on with my review. Once set up, the 40EX520 is as good as you can expect. I've owned a few LCD TV's and all but one has been Sony. The EX520 is a noticable step or two ahead of the last 40" Sony Bravia2 I had (still have). It is by no means the best set in the world but for a more budget minded exercise, its picture quality is quite astounding. Running a full HD setup with a Blu-ray player and movie into the set reveals quite the most beautiful full HD picture I have personally seen in a set of this price range. Even with poor quality TV inputs, it has made a semi beautiful picture,, rather like a silk purse out of a sows ear. I don't want to get all technical about this TV but in the real world of sit 'n' view, you wont be disappointed with the EX520 at all.
Recommend this product?
It was very lightweight and easy to get into position and all the cables and connectors went straight on without having to consult the manual for "what goes where". As a matter of fact, I managed to set the entire AV setup without referring to the manual. That's how easily understood the 40EX520 is. The remote is self explanatory and the menus are easily followed, with very good options to fine tune. First time startup was super easy and was finished in but a few easy minutes. Customizing was a breeze but you need to think things out before you go swapping and changing things around as there are lots of options available to you. Use it for a day or two, then customize it to your hearts content. This way you can get the feel of the unit and the way Sony have set out their control software. Onboard manual is available but you don't really need refer to it more than a few times. Sound ouptput is very good once connected to an AV amp. Straight from the TV's speakers, it may fall a "bit" short but more than acceptable, just much much better through that amplifier.
This set is a 10/10, once up and running..