This is probably a mis-price or an error, because it seems too good to be true.
I was just on pricerunner and it returned this result, see link:http://www.pricerunner.co.uk/pl/2-1083326/TVs/Sony-Bravia-KDL-40W4000-Compare-Prices
See the first entry on returned list
It is showing for sale in House of Fraser, Corporation Street, Birmingham.
Someone in the area might want to try it on tomorrow morning when they open, no good to me I live in London.