From the article:
Sony, the pioneer of Blu-ray technology, is offering the first 20,000 customers who purchase any Full HD LCD TV in the BRAVIA range from the 16 March, a BDP-S550 Blu-ray player valued at $649, absolutely free.
The BRAVIA series’ included in the promotion include: XBR, Z, E, W, ZX and EX series. All models also feature Sony’s Motionflow technology.
A heads up now, just in case you were looking at buying a TV in the next week!
Unusual for a promotion like this is they're offering the mid-range player free, rather than their low-end player.
I am surprised they are doing the 550 and not the 350, they must have a surplus of 550s because the 350 is the obvious choice for most customers.
Also to note - Panasonic are still doing their Blu-ray promotion with the DMPBD35 til' the middle of April.