Finally got the chance to check out the EX710 today. Unfortuantely, it wasn't an experience that led me to bring it home. I'll go on record and say that the EX710 is more hype than substance.
While I liked the slim profile and the minimalistic design along with the matte finish screen, the quality of the picture definitely leaves more to be desired. I won't say it's bad, but I wouldn't say it's good either. Everything looked quite washed out and colors are far from being vibrant. I saw the display at a Sony Center and believe it or not, the lesser models looked much better. I checked and double checked the settings and they were all on the exact same settings with the ambient sensor off.
I definitely wouldn't recommend this model, not for the premium price they are charging for it. You can easily make do with any of the other models (lower end models), unless of course you are looking for a 50+ inch tele.
Aside from my brother and I, there were 2 other potential customers who, like me, had their minds made up to buy the EX710, till they actually saw the EX710. Sufficed to say, they left the store quite disappointed as well.
At this point I'm left with just one other option, the Samsung 55C6900. It's an impressive display with only one problem... a big, big price tag.
For me, it's either that, or wait till CES 2011.