I have a fireplace behind the TV and would have to mount it way too high. We obviously never use the fireplace, but dismantling it is a lot of work right now. Eventually, I plan on building in an entire false wall and mounting the TV with some in-wall speakers and some nice shelving on either side of it. Just don't tell my wife I plan on doing this.
I'd lift the new TV except that I want to keep the weight consistent with the old one. The furniture is fine Swedish craftsmanship (read: Ikea) and I can't contemplate adding 20-30 lbs. right now.