It's tough to beat the Sony. (we sell them) That being said, after years of having all Sony in my house, I've switched. Sony does not offer a plasma anymore, and IMO, the LCD's, and LED's are just not as good a picture. You can have issues with gaming however. (if thats important to you) Everyone has an opinion of their own, thats just mine.
All of my friends, and family are using plasmas, FWIW. I have a 60" plasma in my living room that faces the East. Light has never been an issue for me, and I have windows that overlook the water, so I get lots of light.