We bought one yesterday - dh is picking it up this afternoon
We were going to go for a KDL40V3000, currently priced at £899 in Currys or £999 in Sony Centre BUT if you buy it from Sony, you get a free five year warranty.
Anyway, we went to buy it yesterday (from Sony - they also have an offer on at the moment where you can have a Blu-Ray player or PS3 for £99 with this particular tv). However, although they had one in store and were prepared to take our order, they didn't have any in stock. Now, it was the same story at Currys, so I suspect there could be a shortage/no availability of this tv.
Anyway, we are getting a Sony KDL40V2900. You can only get it direct from Sony Centres. It is the same as the KDL40V3000, except the contrast ratio is 8000:1 instead of 16000:1. This is how they measure the black levels and, although that may sound like an immense difference, I haven't seen another tv on the market with a contrast level higher than 8000:1, so its still a good tv. We are paying £849 with free fiuve year Sony warranty. A bit of research on the internet last night reveals that this tv was intended for the Italian market, but was offered to Sony Centres for retail in UK, which is why you can only get it from them. Apparently, its a KDL40W2000 in disguise, but I'll let you know when we've got it and checked.
Got to go and get lunch now as dh has to go and pick up tv this afternoon