I just had a hands-on and ears-on and pants-in with the
Sony KDL-40ZX1, which I declare as the first official superdupercool product to come out at
IFA 2008. The 9.9mm screen picture quality is really amazing, crisp, and ultra-light. The design, while it's not OLED thin, is the best I've seen on any TV so far, sleek, simple, and absolutely lickable. The best thing, however, is that this is not a prototype but a real product. The lighting technology is smart and surprisingly effective.
Updated with expected price.
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