A:Answer I went thru exactly the same comparison, and ended up going for the LG. I have had it for a week now and absolutely love it. the picture quality is amazing and the 3D is the best I have ever seen on a TV. I was told by the rep why the Sony was a far better TV technically, but from the comparisons I did when I went for demo of these 2 TV's, the LG won hands down. I used to be a big fan of Sony, but in the last few years their customer service has gotten from bad to worse. By comparison, it is early days yet, but I have received excellent customer service from LG. They just walked me thru how to connect my Sony bluetooth headphones to the TV. The LG is feature rich and extremely easy to use and configure. If you are in any doubt, do what I did..go to your nearest Best Buy armed with a couple of your favorite Blu Rays. Take some 3D ones if have any (I took Avatar). Take both TV's for a spin, and I bet you will find that the LG more than holds its own against the Sony, whilst being around $1000 to $1500 cheaper!