This is an interesting thread and I am thankful it was started. However, I don't know how to respond! I am a BV7-40 Mark 3 owner as many of you already know. I am happy with it and the TV has grown on me a lot. I always favoured the BV5 design over the 7 series and still do. I don't feel that the 10-40 has the same feel to it as the original BV5 but I do like it a lot, only in a different way.
B&O always play mind games with me! Got to love them for that. They are all great sets and unique in their own way. I am going to stick with my BV7-40 mainly because I have become used to it, because of pricing issues and because I like it; its grown on me more than I thought it would. The DVD tray is a 'wow' factor and I have always liked B&O 'wow' factors! I bought it in November 2007 along with a few other purchases at the time. Only recently have I finally reached a point where I feel the overall set up is complete throughout the home between all the linked B&O products. I'll upload some photos of it all soon. Suffice to say B&O is a lot more about integration and appearance than individual products; at least for me, and that can take a long time to achieve and get just right. Its taken me 2 years this month but its been well worth it.
All the best,
Simon.