It's already happened, it's sort of true. They're forcing retailers to not go below the Minimum Advertised Price by more than $2, or possibly loose their status as authorized dealers. Samsung's MAP is actually pretty competitive and much lower than last year's MSRP and not much more than the 2011's are selling for now. They can still have sales, but the manufacturers will have to dictate when the sales are and when prices lower more. If you pay the MSRP, you're still paying too much.