BoughtSony DVP-NS728player 7 months ago. I hook it up with my 40" Sony HDTV and the picture quality is quite good in both 1080p/720p upscaling mode.
An upscaling DVD player converts standard resolution DVD(480i) andinterpolates to higher resolution, say 1080p as this case. This improves picture clarity if seen via HDMI on a HD(1080p) LCD/Plasma TV.
If you have a 1080 or 720p LCD/Plasma TV, then it would be better to buy an upscaling DVD player like this one.(this player cannot play HD DVD or Blue ray etc).
This playes all regions straight out of box(I have a mix of DVDs from US and India), no need of any secret codes.
It also accepts a USB pen drive(most types like trancend) and can play mp3 audio, mpeg video, jpg photofiles from it.( however it has many limitations when it comes to file types/ sizes)
Decodes Dolby 5.1 EX, DTS surround sound formats for DVD, which can be fed into an audio receiver(eg: an AVR with 5.1 speakers) via digital coax or optical cable or via HDMI cable.
It remembers 6 previously inserted discs so that you can resume the same scene as last stopped.
This helps especially for DVDs which have ADs which are not skippable.
The Bravia SYNC allows you to turn on the TV if connected via HDMI when you play the DVD.
If your TV is just a two speaker stereo, there are modes which can enhance 5.1 type of DVD outputs to sound better(TVS mode).
Overall a good product with no hassles.
The playback from USB is however limited to standard resolution video files(does not accept 720p clips).