Hi, I checked out 40" EX520 at Sony Centre in Chembur, Mumbai. To be honest, I was not too impressed. The price diff between EX500 (59,900) and EX 520 (64,900) was only 5K. The salesman indicated that 520 is not a replacement of EX500 and it dosen't have 100hz refresh and hence the lower price diff. I asked him to switch from the std showroom BD display to Airtel HD. The cricket bradcast in HD was just decent, nothing to rave about. I asked him to switch to any non HD DTH channel. I saw few moments of 'Platoon' in Star Movies and it was simply painful. The set just couldn't handle SD broadcast. He tried to put forth that all HD channels would work well. He also indicated delivery within an hour. There is also an interest free 6 month installment scheme for HDFC card holders. After the experience, I am more inclined to Plasmas since most of my viewing would be SD.