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I would recommend the LDX70 over the LDX7 as it has the 100hz Motion Picture Pro chip which if you like your sport makes a big difference as LCD's tend to blur a lot when watching a high speed sport like football.
If you can stretch to £590 then it's a very good TV...
...and me and Shawn >>>>>> these Sony supporting gimps so listen to us not them.
Seriously though, if you can get to have a look at the models before buying it will help. If you go somewhere like Currys it'll be hard to compare picture quality though (the feeds they have into their TVs are often crap!).