TVs with similar specs will almost always ultimately fall into the opinion of the beholder. Many will like specific brands for multiple reasons. As you noted, you already have a couple that apply to you.
I have a Sony XBR that I really like, though admittedly, I didn't do a whole lot of research in advance. I just bought a new Sony to replace an old Sony. Luckily, I'm still happy with my choice, even after 18 months.
Sony and Samsung both make a great TV. I doubt either would be a bad choice.