Big River Rocks!
I just called Amazon and asked them about the replacement of my TV (Dead Pixel) and the girl (cute sounding) told me that Amazon's policy is as such:
They will put in an order for a replacement TV. Assuming they have them in stock, they will ship it out and CEVA will deliver it. During said delivery, CEVA will package and pick up the defective TV. This should all happen within a normal order placing time-frame (1-1.5 weeks to delivery). There will be no additional charges to your credit card. Amazon's goal is to provide you with a perfect TV and will do what it takes.
So, for anyone still hesident about ordering online...fear not.
p.s. make sure you by from Amazon LLC, not one of their vendors. The service for a vendor shipped TV is different.