I have had a terrible experience with Sony customer service. I have a Sony 34XBR960 that has developed some strange scratch lines halfway across the screen, left from right. Sony had me call a Sony service repair shop and the Tech said it looked like I had caused these scratches by cleaning the set. I called Sony again and this time they sent a Tec from a firm they use QaulTech. This tech said he had seen this before and Sony should replace the picture tube. When he called in the complaint and tried to "describe what the scratches looked like his use of word sunk me. He described the scratches by saying it looks like cat claws across the screen, or brillo pad. Sony took his description as fact. So know Sony insist it owner abuse. I don't have much recourse with Sony for they have closed the case.