This is more a personal decision IMHO, let your eyes do the talking as it's your eyeballs seeing the set, not us. The general consensus is that Hitachi makes a far better set than Sony, but you may also want to look at Toshiba. Sony is well known for their direct-view (tube) televisions but their projection sets are not rivalled at the top compared to other industry players and filled with gimicks (memory stick).
Personally I hated the look of this years 700 series with that god awful silver grille on the front, that would be very distracting when watching a movie at night. I wish they kept to the HS40/XBR2/WS500 series design. It's a TV not a rocket ship.