I'm reading this thread, and I keep thinking to myself - what happens when a JVC or Sharp unit breaks down out of the warranty window? Do these people someone get discounted service? No, you're going to pay out the rear end to get them fixed. Add that to the big price tag you just paid on that unit, and IMHO you're way behind as far as value is concerned.
When you buy a Vizio or Olevia, you usually pay about half what the big names cost. So if your no name (and they aren't no name anymore - Vizio is the leader in flat panel sales to date) flat panel dies, you can still purchase another one and be exactly where you would have been had you spend twice that on a more expensive brand.
I've got two Olevia's in the house, and haven't had one issue with either of them. Both units are ~ 3 years. The 37" was $699 and the 20" was $249. I'm thrilled with the picture on both. Because of the low price, I expected lousy customer service (which is true), and rolling the dice after a year of ownership. You know what? If you check repair histories on LCD units as a whole (consumer reports), or within a mfg., the less expensive brands aren't any higher than the premium priced units.
BTW, watched my first Blu ray movie on my Sony BD player last night on the 37" Olevia, and what a difference over standard DVD. I'm hooked, and can't wait to get my next 3 Blu ray movies from Blockbuster online.