I've got a 37 inch sharp aquos from direct tv's i would highly recommend it. Sat next to the samsung it looked much better in the shop! They are quite cheap as well!
Ahhh but was the Samsung switched on ? 
Know what you mean though looking at them side by side in shops, i dont think they set em up equally colour contrast etc
http://www.ebuyer.com/search?page=1&store=73&cat=133&subcat=2354
Like you might say the Vistron is the best picture there would'nt you 
You will discover jack all by comparing screens in the shop.
They fiddle with the settings to make certain models stan out to icnrease sales on those with the better margins
I really rate Samsung, I ahve a 40, 32 and 19 inch LCD from them.
As for a full HD
For 40 inch - LE40A686 - £739
For 37 inch - LE37A686 - £630
They do have lesser models as well e.g.
For 40 inch - LE40A558 - £550
For 37 inch - LE37A558 - £540
The Sony's are not worth the premium they charge for them and they use the same panel as the Samsungs!
And forget Plasma!