zeds, every second thread on AVforum is "what XXinch LCD should I buy?" and the samsung kept coming up in the sub 40inch/400 quid bracket as one of the most highly regarded.
Apparently Sony need a lot of adjustment to get the best out of them, there are sticky threads on AV where people have posted picture settings that have vastly improved the picture over the stock. I havent tinkered with mine yet (ir probably needs a tweek to the brightness/contrast but theres so many options I havent gone there yet).
As steveh says though, other factors like warranty, local supply etc might end up making your decision. After months of procrastinating I bought the samsung after getting a junk email saying it was reduced, if I'd gone to a Richer Sounds or John Lewis extended warranties might have influenced my choice.
And when I said 1040 I obviously meant 1080…