The Sony W series has a quite good reputation as a dependable and good quality picture TV. However, as the 37" is a relatively uncommon size in Sony TV's in most shops in the UK it will be over priced. The 40 inch version will be better value. Also, regarding the speck a trait that can often be found in Sony TV's is that they will have a similar series with quite similar speck but at a lower price. Usually it is the V series that will be cheaper version of the Sony W. Regarding the W5500 speck, it has all that most people will want: it is full HD 1080p, and 100hz. Nonetheless, the 1080p will only matter if you put a HD signal into the TV, (so a Blu-Ray, Shy HD, Virgin HD or freeSat), other than that it will not nessecarily be a better TV. The 100hz will mean that the Tv is better for fast action films and sports as it refreshes faster and has the smoother picture. A general trait with Sony Tv's is that they are dearer than the competition and this model is no different. This does not nessecarily mean it is a bettet Tv. Having said that Sony are always reliable and their Tvs have a smaller breakdown ratio to other brands. regarding the picture if you put a Hd picture into a Sony Tv they are hard to beat but on a normal terrestrial quality picture they are not always as good and a general trait is that they have a pale picture and facial features can appear quite gray. This Tv is a good TV and you will get a good picture but in most cases you will get just as good a picture if not a better one from other brands, but the trade off is that they are not as dependable in the long run.