I got this TV direct from Sony on 18 Jan 2008, a bit more expensive than what PLAY.COM is offering. I've been researching on what 32' TV to buy and it came down to the Panasonic LXD700 or Sony 32D3000(this TV), but being a Sony fan, I decided go for this one, and I'm glad I did.
First things first, the picture quality on this TV is amazing, you clearly see where the extra money went, I then connected my PS3 to it, and to my surprise, this TV displayed it in 1080p, that's right 1080p. played Casino Royale on Blu-ray via my PS3, and it was just awesome, 1080/24p, it looks so beautiful, hell, even freeview TV looks so crisp, smooth and clear.
I am so glad that I bought this TV, at first I was going to get one of those shiny plastic black Samsung TV everyone is buying, but I'm so glad I did not.
Conclusion - No doubt about that, this TV is a lot more pricey compared to other 32' TVs, but you can clearly see where the extra money is, from the build of the TV, to the picture quality, to the remote control, to the menu/options on the screen, everything about the TV is perfect, if you have the money, do not compromise, buy this TV.