To enable my soul searching I even mocked up the BV7 32 (& 40) - the pic below has a BV10-40 poster stuck on a white board which has the dimensions of a BV7-32 screen (think i watched too much blue peter as a child).
... although you'll notice the BV10-40 screen isn't tall enough - it should run to the bottom of the white board.
As you can see the BV mockup 7-40 is sooo much larger than a BV Avant 28" - but the saving grace is the stand which you can see through (unlike the TV in the wall Avant).
Its not an obvious choice for me - BV7-32 as the TV shouldn't be the biggest thing in the room, or BV7-40 a better technology choice, or Beosystem 3 to give me integration and options for smaller screen from other manufacturers.
Sometimes the single brand option approach (I don't want to move away from B&O) throw up some difficult choices.
The other scary point is the many BV7 software scare stories (from Lee aswell) could put a potential purchaser off of a large (for me anyway) financial purchase...