On that note- when has Sony EVER been the seller of the cheapest product in ANY market?? TVs, Receivers, CD/DVD players, Speakers, Computers, etc... Sony's prices were were always higher than the competition's even if their products were similar in even inferior. With Sony you pay for the brand- that's how they've built their business and it's been successful. Their brand is so strong (similar to Bose and Monster) that their name alone can convince less knowledgeable consumers to overspend on products because they believe in the Sony name.