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Circuit City Tip: One aspect of a Sony television that may not be at the front of most buyers' minds is its visual design. Low-end makers slap on a case in whatever color is popular that year. Sony designers think through the qualities they want the look of the TV to convey, and consider how buyers will interact with the TV in their homes. If you're just comparing price tags, take a moment and step back, then think about what it will be like to see each set every day for the next 10 years. The Sony television may suddenly seem more appealing, despite the price.