That seems like a good price. Three years ago I bought (on sale!) a SONY Bravia 50" LCD for $900. Was originally $1200.00. I suppose I should have waited several years to get a new TV and a different brand! But my old CRT 27" was showing it's age and I was upgrading my AVR system. And the SONY Store was walking distance from my apartment (that store is now gone, the mega mall still has an Apple and Microsoft stores).