FWIW, I have that Sony, and spent quite a bit of time reading that thread at awsforum, and tried some of the recommended settings. For me, none of them looked good, I wound up pretty much going back to the settings that were in the TV when I bought it.
After reading many comments here and at other forums I have decided to set mine the way I like it and not worry about what others say it should be - after all, its my TV.
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Justin
Verizon FiOS TV and Internet 
Motorola QIP6416 DVR
Sony KDL-V40XBR1 LCD
Sony SLV-D360P DVD/VCR
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