I'll caveat this by saying I am new to the DSLR/SLT world, however I just went through the agonizing decision of Canon vs Nikon vs Sony vs Pentax, etc. After over a month of research I chose the A55. What I learned is all of these companies make great cameras, but, at least to me, it seems like there is a world of tradeoffs and a whole lot of brand loyalty going on, so it made it really hard to pick a camera. Being a newbie, I had to go by features, options and specs, and at least to me, Sony A55 on paper beats the competition at its price point. I was able to get the A55 w/ 18-250 lens for hundreds less than a Nikon D3100 w/18-200 lens and a Canon 60D with it's kit lens. Going back to brand for a second, when I told my wife who has no camera knowledge, I was leaning towards Sony, she was immediately turned off to us not buying a Canon or Nikon, this is how well these brands are know to even people outside of the photography community. But after she started looking more closely at the features, options, specs and what not, she began to see what I saw, we can get a really great camera for hundreds less than a stripped down D3100 and Canon with a kit lens. Simply put, the Sony, just seemed to be the best value out of the others we were considering so we pulled the trigger a couple of days ago. Yes it's not a Canon or Nikon, but I think we will be very happy with our purchase.