Sounds a lot I know. But these telly's are as good as they get and you pay for quality. The reviews are many and very impressive. I cannot find them anywhere cheaper by some considerable margin. Please note that these are the premium range of sonys (200htz motion flow, backlit remote etc). It would also appear the backlighting issues were sorted out for these sets, unlike those in the earlier W range.
There are still 10 left around the country. In store only.
I managed an extra £50 off on the basis that the box had been opened for a demonstration the previous week - so possibly worth negotiating.