Tough choice - there are a lot of bloomin good phones around at the moment.
Funnily enough I've just ordered my upgrade this afternoon - by noon tomorrow I should have a nice shiny brand new Samsung E900 in my hands with free plantronics bluetooth headset, unbranded and unlocked direct from Vodafone.
I looked at the LG Chocolate and thought it was really really cool, then saw the E900 which has a lot of similar features to the LG but I've had Samsungs before and quite liked them.
The E900 has only been on release for just about a week, and normally I'd never jump to a model as new as this, but based on my boyfriends experiences with his D600 (which he loves), my mates experience with a P300 (which she loves) I figure I couldn't really go far wrong. If I get it and I really don't like it, it'll be going on eBay and I'll go back to my trusty Sony Ericsson again.
Vodafone were fantastic, straight away offered me the handset for free, the free BT headset, took off the charge for itemised billing (but I'll still get itemised bills) and changed my text bundle to an inclusive data bundle which includes (I think) any combination of SMS/MMS/data up to £60/month with 200 minutes of any time any network calls for £30/month all-in. Much better than what O2 and Orange were offering me earlier today so I'll stay where I am!