If you let money be the determining factor, then you can't afford it.
I bought a Sony Bravia, spending $1500 more over other unknown brands. My decision was based on the look and features of the set, but also on something we techies normally overlook (more a less the unwritten rule), quality. I went with Sony because they have some history in building reliable and time-tested displays, and most likely will be around for the next ten years that I wish to own this set.
Really, ten years seems like a long time, but not when it comes to appliances. Think of some things you have around the house that follow that rule.
Put it another way, from an engineer's standpoint. In most cases, there are about three or four manufacturing plants that build the basic components that are the guts of these sets. Only certain plants have reliable facilities, high standards of manufacture and are of good quality. So, you want a name-branded company that only uses the more reliable parts in their assemblies. There is a price penalty for that assurance in form of a higher price tag.
If the name-branded company has done their homework and testing (added research that factors into the cost as well), they will provide you with a set that has these higher quality parts within, and will stand behind it.
So bottom line, that extra $1500 I paid is more like an unwritten insurance policy against failure. The best insurance policy is one that you will never have to use.
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