no, if you look at what costco is pricing the sceptre 42" 1080p models, you would get a hint of where these babies are going to be. demanding $4000 for a 40" is just not realistic. The recent reports has it that the big LCD manufacturers are not making much money. However, that's due to the capital investment in the larger capacity plants. They have no choice but to increase their volume and also response to the price pressure to lower the price. Take a look at where the 50" plasma was a year ago, and compare it to the price today.