Reminds me of when Marantz made TVs. I've seen a few of their (VERY expensive) plasma TVs out there at customers' homes, and they were actually really nice TVs during their era, but in the end it didn't pan out for them. Hopefully B&W sees more success than Marantz did, but man, it seems to be a really crowded field to want to bother with. Then again, if they stick to the European and Asian markets, they might actually do all right.