Pros: Wonderful quality images, easy setup, easy to use. Stunning. Worth every penny!
Cons: None.
The bottom line: Incredible image quality. Great color, easy setup, very easy to use. Best TV on the market period. Worth every penny!
Like many others, I spent about 3 months reviewing different HDTV products and manufacturers for Plasmas, Rear Projections and LCD's. It came down to three to choose from, the Pioneer Plasma, the Sony Rear Projection and the Sony XBR4 LCD. All needed to have the 1080 and have the 120 hz refresh rate.

Several factors came into play for my decision for the room I was planning to use it in. The room is long but not real wide and one side of the room is all windows so the room can be bright at times. For this reason, the plasma was the first to go, to much glare even though I thought it had probably the best picture. The Rear-Projection was the next to go because the viewing angles issues, to get really good picture you need to be directly in front of it or almost directly in front of it.
Then I saw the Sony KDL-46XBR4. Fantastic picture quality which is at least as good as the plasma. Easy to hook up and I have just about everything you can image hooked up to it from DVD Player, Cable Box, Surround Sound, Xbox and an Apple TV. Everything works perfectly and is stunning. The Apple TV is absolutely awesome on it.
The upscaling is DVD's and the HD sports and channels are breath taking to watch. I have everything pretty much hooked up with the HDMI and bought very good 24 awg HDMI cables for everything from Buyextra.com. Oh, I guess I should also add that I bought the it from Abe's of Maine and they were fantastic to buy from. I paid $2574 for it just before Xmas and their price smoked the retailers such as Circuit City or Best Buy. They dellivered everything on time and in perfect condition.
Again, I can't say enough about this TV. Easy to set up, use and the remote is easily programmed for all my other stuff. One remote for the cable box, dvd player.
Without a doubt, I have the best TV main.