I have checked few leds recently and yes sony picture looks good to eyes, samsung picture is brighter. It feel like somebody has increased its brightness so it doesn't look good. That is my personal observation.
Problem with sony,samsung and lg is that, their software doesn't recognize many video file formats. Sony play like 15 formats and lg samsung play around 25. So if you are somebody who watch lots of torrent downloaded movies then you will definitely get lot of problems.
These 3 brands ecostar, haier and changhong are local and unpopular brands. Their pictures are slightly darker and colors appear slightly different then sony (shopkeeper was insisting that its more life like but it look slightly darker to me). But their plus point is that they can play around 200+ video formats so you will be able to play all torrent downloaded movies without any problem. Secondly they are cheaper and they have 2 years warranty.
LEDS will look different in comparison but whatever led you bring home you will find it superb.