Yeah, that's usually what I do, however, I like this EX400 series better than the S series, it's about $70-80 difference.
Couldn't I go to a Sony Style store and ask if I could try the HDTV if they have on display? That's where I plan to go get it.
If not, then I'll probably wait till I could find a couple to few reviews about it. The thing is, this will be my first HDTV, so my expectations won't be that high as compared to those that wants the latest and best.