I agree Chris.
When I was buying my TV at that time it was between the 7-40 III and the BV5. I wrote many posts on Beoworld before making my decision and was constantly battling with which to buy.
My heart was totally sold on the BV5 and this was the first time in my life I had ever gone against the grain and not followed my heart. I bought the 7-40 III in the end due to better connectivity options, 1080p full HD, the integrated DVD player, a newer panel update, BeoSystem 3 and the white power on/off light. Apart form the light, which I saw more as a nice little extra, the other upgrades were far too significant to dismiss at that time. I felt the 7-40 III would have more longevity than the BV5; represented much more in terms of features, was current and up to date.
I wanted to connect an Apple TV, external Blu-Ray Player and Playstation 3, all of which would have been difficult (or impossible) concurrently with the BV5. It was a heartbreaking decision in many ways and I was so sad that the BV5 hadn't been updated so I could still have chosen that design over the 7 series. The BV9 was coming out to replace the BV5 around that time but I wasn't going to spend £16,000 on it new. I updated to it a few years later at a price point I was happy with. I also changed my speakers from 8000s/6000s to the 9s and this remains my setup to date.
I am so happy with the design of the BV9 and while the picture may not be as good as current technology (displaying blacks specifically) it is more than good enough for me and for the types of television I watch. I will update soon enough, perhaps this year depending on what B&O release, but the BV9 will simply move to another room. I could only ever part with it if it died.
The 7-40 III was a remarkable TV and gave me a lot of pleasure too. It's picture was impressive with the B&O magic in the DVD module and the LED light when the tray opened. I loved it, but it didn't capture my heart in the same way the BV5 did. In terms of design current and older, I still think the BV5 and BV9 models look the best aesthetically. I also thought the BV8s were an interesting take on design but never owned one.
Cheers,
Simon.