What is the Science behind SONY brand??

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Im asking because me and my boyfriend are trying to find a good LCD television and have went from SHARP to now TOSHIBA, both 720's and my boyfriend is still not satisfied, for one thing what they show you in the store is not what you see when you get home. If you get an HD subscription then you get good pictures but what about the regular cable channels, I think it is rather distorted and we just have a 37 inch. You have to sit way back from the television and Im usually closer becuase of the computer. Anyway, my boyfriend and I are really trying to figure this out, should we pay 500$ more for a SONY brand 40inch v4100 TV. It is a 1080 resolution and thats good for a Blu-ray in the future but what I want to know is SONY just a name when it comes to LCD TV's or does SONY have some real science behind their product that ups the chances of the tv lasting more than 5 years because I hear about the pictures (screen) going on these LCD TV. Im nervous also about paying this because LCD TV are fairly new and who knows what will replace it at the rate things change these days, but maybe someone knows something I dont, please share.