Sainsbury's TV offer

While shredding my way through Sainsbury's I spotted near the entrance a stack of boxes with Sony on them. Obviously drawing my attention as my parents are looking for a television and no-one other than the Sony Centres seem to stock Sony. I took a closer look.

£599 for a 37" Sony Bravia. "Ah, must be the lower end model" I thought. 37W5500; that's the equivalent model I've got and at a price that's cheaper than I bought my 32", and still cheaper than the Sony Centre's 32" offering.

But you do you get the three year guarantee? Just checked Sainsbury's site and hah they're offering the 32W5500 at a cheaper price than the 32V5500 which isn't as good a spec; what's going on? Oh yes it does come with the Sony guarantee according to a comment.