The Sony KDL-40X3500, according to rumours, boosts all of the latest technologies such as 100Hz motion, true HD 1080p panel and 1080p/24 support. It has been noted that the KDL40X3500 shares quite a few similarities with the cheaper W3000 series, in terms of connectivity and user interface. A few advantages or features that have been appreciated the most are the fact that the 100Hz motion works without introducing nasty interpolation artifacts. It has excellent blacks and shadow detail with accurate colours together with excellent decoding. A certain reviewer praised the Sony KDL-40X3500 by saying that due to excellent blacks and shadow detail, accurate colours, exquisite high-def resolution and above all motion interpolation that works, Sony KDL40X3500 is the best (picture-wise) LCD TV that he has tested so far. Hdtvtest.co.uk concluded that just like the W3000 series, this television delivers excellent black level and shadow detail, accurate colours and exquisite HD detail. But because of better motion resolution afforded by Motionflow 100Hz, the Sony KDL40X3500 supersedes the KDL40W3000 as the best. Reviewers and users were found to complain about its average video processing. Its auto- dimming unless the Game/Text Mode is engaged is also something they complained about. The price set for this LCD in the market is also higher than competing models with similar specs which is somehow not affordable to some.