Sony’s new A3000 series features three new displays, a 50-inch (KDS-50A3000), a 55-inch (KDS-55A3000) and a 60-inch (KDS-60A3000). These models are about 20 percent slimmer than the previous A2000 series. Sony also revealed two new sets in the XBR line, the 60-inch (KDS-Z60XBR5) and the 70-inch (KDS-Z70XBR5 – shown above), which are a whopping 40 percent thinner than the last generation models.

Among the other new features, the displays offer 120Hz frame refresh rates and xvYCC color technology for a much wider color range than the prior displays. The sets all feature Sony’s Digital Media Extender technology for adding on additional accessories, such as their BRAVIA Internet Video Link device for downloading video content. One important point: although they all have a native 1080p display resolution, the A3000 models will only up-convert non-HD content to 1080i, while the XBR models will up-convert to 1080p resolution.

While the XBR models don’t even appear to have visible speakers (maybe they’re hidden in the case?), the A3000 will offer interchangeable speaker grilles in four colors: Burgundy Red, Metallic Silver, Satin Black and Cacao.

The KDS-50A3000, KDS-55A3000 and KDS-60A3000 models will launch this August for about $3,000, $3,300 and $3,500, respectively. The KDS-Z60XBR5 and KDS-Z70XBR5 ship this fall for about $5,000 and $6,000 respectively.

So what makes this television so special, and why would you want to spend as much as a new car on it? The new set features a number of improvements to image quality over standard LCD panels. For starters, there’s xvYCC color capability (Sony calls this “x.v.Color technology,”) which is supposed to the gamut of colors by 1.8x over the today’s color standards. The XBR3 also features 120 Hz refresh rate (aka “Motionflow”) with motion compensation, which should significantly reduce or eliminate motion blur and other unpleasant artifacts. The display panel is 10-bit 1080p native, and illuminated by LED backlighting.

The set also features a 178-degree viewing angle and Sony’s Digital Reality Creation v2.5 circuitry. Contrast ratio is rated at 7000 to 1, which is very good for an LCD (although Samsung is working on an LCD with a 50,000 to 1 contrast ratio, so there!) Now one thing that kills me is that while the Sony includes a reasonable number of HDMI inputs (3), the recently announced 60-inch Vizio Plasma comes with 4 HDMI inputs at 1/10th the price. With more and more devices sporting HDMI outputs these days, you’d think that a $33k set could throw in a few additional inputs.

So if you’ve just gotta have the biggest, baddest, most expensive toys, the new 70-inch Bravia LCD set might just be right for you.