There's much to like about Sony's 2013 user interface. It's crisp and easy to navigate. We can even forgive the brand's attempt to push unwanted promotional content at us through the 'Featured' menu strand, as this can be turned off in the settings.
Browsing the EPG is simplified with an optional Fast Zapping mode. This minimises the TV picture, allowing you to click up or down the channel listing. Merely alighting on a station causes the channel to flip. You can also navigate using the stock Freeview programme guide.
Smartphone integration is good. NFC (Near Field Communication) simplifies throwing content from a mobile device onto the screen, although you don't need to use this to achieve screen mirroring from regular smartphones.
One less obvious point about the set is that it's completely silent in operation. Despite its size, there's no intrusive fan noise, the panel runs coolly and efficiently. Similar-sized plasma panels can't claim the same.
On the debit side, the screen itself is extremely reflective. Owners will need to think carefully about where they want to place it, because mounting it facing any direct light source could prove ruinous.
As the first in a new generation of 4K displays, conventional observations about value for money don't quite apply. Inevitably, a groundbreaking TV like this will come with a price premium.
However Sony rewards early adopters with a high-end build that's never going to translate down the line as cheaper 4K panels begin to ship. The design and finish on the KD-65X9005A is sensationally good (and not really done justice with online images).