I have the 46" and before that the 40". The BV10 is indeed a very pleasant looking television. I have upgraded to the 46" for two reasons: 40" has some ghosting (presumable solved by a software update) and I liked the larger screen size with movies. Second to that the 46" now has an additional HDMI connection as well.
The reason to choose B&O was (as mentioned by a lot of other people too):
- Multi room (I currently use it in 2 rooms)
- Integrated surround system
- Ease of use via Beo5 (I control my BluRay, Apple TV and digital recorder with it as well)
- the ....... looks
And indeed, the price is a bit steep to say the least. On the other hand, the stuff has been brought home, installed and great service without additional costs. So, if you take everything into account, its is more than a TV you are buying, hence a higher price (and the design/brand premium).