I know these types of deals have been travelling around for a while. I saw the orgininal deal on here for debenhams, and rang sony to match it. They did the TV, BD Player, 5 Years and even chucked in a black glass stand worth £180.
This was the Sony Centre Birmingham Corporation Street last weekend, though most branches agreed to match it, this one was the only one with it all in stock.
Hopefully they will still do it!
I managed to sell the BD Player for £150, meaning TV + Stand + warranty at 550, bargain!!!