I've had an XBR3 or 4 (I think 4) since ~2007. I've liked it. Actually, the biggest annoyance is how using the native PC resolution (1366 x 768) puts it in "PC mode", locking out advanced video options. My 360 upscaling to that resolution compared to 720p upscaled by my TV would be preferable if not for how washed out it ends up looking. But that has nothing to do with the the XBR brand or anything.
I need a new TV eventually. For some reason the coolest feature on TVs these days are thin bezels.