Just a note for anybody who's going back to bb to get a retroactive price match: If you bought your tv with an hdtv advantage package (this is the $300 off for new DirecTV customers, $100 for buying HD players, etc.), you may have some trouble. I bought mine over 30 days ago but less than 60, and had no problems with the tv refund. I'd gotten $100 off because of the DirecTV package deal, however, and couldn't get $100 off the new price of the tv because they would have had to refund it and repurchase it, but I was outside of the 30 days for return. It didn't matter too much for me as I still came out ahead, but somebody who really used the package may have some troubles.
Oh, and I'd bought the bb protection plan for my 50", which was the $2000-$2499 plan. The new price is in the $1500-1999 range, so it's only $350 instead of $400, and I had no problems getting that refunded with the tv price.