0ur opinion:

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Look no further than the KDL-40Z4100 for the most strikingly stunning and flat-out sophisticated HDTV Sony has to offer. With a remarkably slim bezel design, Motionflow 120Hz for the reproduction of smooth, lifelike images, BRAVlA Engine 2 and ACE for deeper blacks and crisp shadow detail, this TV's sensational design is only matched by its picture. But phenomenal image quality and show-stopping design isn't all. The KDL-40Z4100 also includes DLNA compatibility so you can access your digital photo collection over your home network (additional DLNA components required; sold separately). DMex is also on board for an optional digital connection to innovative expansion modules like the BRAVlA lnternet video link for exciting web-based content. The Digital Media Port (DMP) is included for connecting your portable digital audio devices like iPod and walkman music players.


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Buyer's feedback: - * Excellent picture quality. ...
I purchased this TV and have been using it for about 2 weeks now.
I've done extensive (some would label it obsessive) research on this and other models. What swayed my decision to purchase this model was:
1. The features offered with the Z series are almost identical to the XBR6 series. The only difference is the styling.
2. Many sources state that Sony's overall reliability exceeds Samsung's by a significant margin.
3. 10 bit panel.
4. Price.
4. Small footprint / dimensions compared to other 40 inch models.

Pros:
Setup was very easy.
Very attractive design.
Incredible HD picture quality.
Very good Standard Definition picture quality.
Menu very intuitive and easy to navigate.
Great motion flow technology. Viewing sporting events is absolutely amazing.
Color is much more accurate and realistic than most other TV's I've seen
Black levels are more than adequate. In fact, they are better overall than my old Sony Trinitron CRT.
I'm able to notice detail like I never though possible. I can actually see dust floating through sunlight and lint on peoples clothing....not to mention every line and wrinkle in people's faces.

Cons:
As with ALL LCD screens I've owned and viewed, there will always be some noticeable light bleed from the illuminating lamp. But overall, this is not noticeable during normal viewing. It can only seen when there is no signal.
Viewing angle on this, and many other LCDs suffers PQ loss when the angle approaches 50-60 degrees. Not a big minus, but there are other brands that don't suffer as much loss with that angle.
The infamous sparkle issue: If you've done your research, you will come across complaints regarding random 'sparkles' that flash for a few milliseconds. Depending on the source, they may be as frequent as 1 every few minutes. This is only noticeable if you are aware of the issue and are watching for them. These sparkles are no larger than 1 pixel in size....not at all distracting.
I noticed that they only occur when viewing standard definition material that is being shown on an HD channel. I have never noticed it on SD channels nor when watching DVD's.
Sony has released a firmware update that can be VERY EASILY APPLIED if you own a USB drive. You download the new firmware from their site, save it to the drive, plug the drive into the TV and the reset is automatic.
After the update, issue was resolved. No more sparkles!

[..]

Overall I am very pleased with the TV.
I chose this over the equivalent Samsung model mainly because I feel the Samsung frame is ugly and unnecessarily bulky. Also, the Samsung's picture looks too saturated...colors are not 'realistic'.

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Buyer's feedback: - Totally not worth the hype
Totally regret getting this. The A650 smokes it. Plus I have sparkles everywhere. Save your money for the A650 and a home theater system.

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Buyer's feedback: - * Amazing Picture! ...
Bought the Sony 40" 1080P Z LCD running with PS3 over Monster 1000M HDMI. Verdict, Amazing Picture! Go ahead buy Wall-E BluRay and turn on the TVs Motion Enhancer on Standard or High. This is as close to 3D as you can get. Absolutey breath taking during the SpaceWalk scene.

LCD pix looks very good with HD TV and digital cable even looks better then regular 1080I TVs. Amazon is currently offering this TV at a huge discount. Buy this TV or its 46" sister, and you will be happy. The TV on Vivid setting is very bright so you will need to have a very bright roon or manually tweak the custom setting. Also, TV comes with no cables, so you will need to buy high end cables for your HDTV and Blu Ray to get the perfect picture.

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Buyer's feedback: - The best price/value ratio and the best (period) total package now available
This TV has numerous advantages over the Samsung 6xx and 7xx series which it is often compared to. First off, the Samsung's are fantastic TVs. The characteristics of the picture (color cast, primarily- which is different among makers- cool is cooler on one, neutral may be warmer on another and warm may be too warm for some viewers, etc.) should be judged by each individual viewer. There are some people who are going to like the Samsung's picture better than the Sony's, and vice versa.

That being said- I return to the advantages: Deep color and x.v. Color. Despite some spec sheets which show this set doesn't have x.v. color, it does. It has both deep & x.v. color, and one can only imagine that the reason the Sony marketing department may have chosen to leave that off spec sheets after the TV had already been designed was to better differentiate their much more costly XBR series TVs. On the other hand, the engineering and cost marketing departments had obviously found advantages in maintaining a common BOM with their latest chipsets which also support their 120 Hz Bravia Engine 2, etc. These must be common among this Z-series Bravia and the '08 XBR offerings, in my estimation.

The most important differentiation between this Sony set and the Samsung competition may be the true 24 Hz (or 24 FPS) playback of 24 FPS blu-ray material. This makes the Sony standards-compliant on three important new standards for High-Def that the Samsung simply ignores. Add exceptional image quality and build quality (in my eyes)- and the Sony is a no-brainer for ~$200 more than the Samsung.

I have been surprised by the omission of these important facts from other reviews. I have had the TV for over a month and bought it on Amazon- and I couldn't be happier. Of course their 48 month 0% financing deal also helped.
:-)

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Buyer's feedback: - * Wonderful ...
The TV is everything Sony advertises it to be and the White Glove delivery service from Amazon was great. After comparing prices and services advertised locally and on the net, Amazon had the best value for my needs. I am very happy with my purchase.