I just received one of the new F series I pre-ordered with some custom specs, core i7, 8gb ram, bluray writer etc. The main reason was the 100% aRGB coverage on the screen.
What shocked me is it only cost £1300. The casing is not as rigid as a normal sony, but they have still included plenty of the niceties. I think sony have re-acted a bit to the downturn.