I can't speak for buying a tv from ECTV, but I DID buy a Weber grill from them. I paid the shipping insurance, but even after that, the price was still a lot lower than anywhere else I could have bought it from.
The grill came without issue and they even brought it up to my deck. 3 years of regular use later and it's still going strong.
Also, I was going to buy the 80" Sharp 3d TV from them, but when I went to my local Best Buy, they agreed to price match it. I told the Magnolia guy that I was planning to buy a bunch of other stuff from them at that same time if he price matched it, so he went to his manager and they agreed to do it. I wound up buying a Panamax, Harmony, tv stand, mount, and speaker installations, so perhaps if you are planning to buy other things as well, they might agree to the price match.