samsung like a horse

dreaming of a big screen tv. two have risen to the level of lust. hate myself. the 43" 16x9 Samsung HLM437W or the Sony 42" KF42WE610 Grand WEGA.

First, never ask the Sony store guy for his opinion of other brands. His specs said the bulb will last 30000 hours before any degradation, the best buy boy said his manual said 8000. Sony stores are over-priced and sony-store-salespeople are over-confident and a little arrogant. That brings me to the second point, never ask the best buy boy his opinion on the tv's. he's a boy, barely 15, knows more, cares less.

so i ask my newfound friends of 365 Rue d'Internet. What TV is the best TV and how can I convince myself (read: wife) that 3K on a television is a solid/wise/practical/necessary/important/please please please investment?