32/37 inch LCD TVs. What's the downside of buying a lesser name brand with specs the same as a Sony/Sharp?

Will the famous brand have a better picture, more reliability, or both? As far as specs go (resolution, contrast ratio, brightness, response time, inputs), what is most important? Prices seem to be coming down all the time. Any ideas when they will bottom out?

Answer:
You usually get what you pay for... Sony or Samsung or any of the other name brands don't charge you more because they want to its because more money went into the product whether it be testing the product or the actual parts. If you go LCD I recommend Samsungs. They are very comparable to Sony XBR but a little less.
Sharp is the top company for LCD, they have been in the market for years. The Aquas (sp) is the best you can get. Don't buy no name brands that just showed up on the market there is no service behind them.

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