With an MSRP of $12,995. US this set has a steep hill to climb. Many (maybe most) who can afford it will opt for a FP instead, or save some bucks and get a Pioneer Elite 720 when it comes out in October. The DVI/HDCP feature will turn off a lot of tech-savvy early adopters, too--the main market for an RPTV this expensive. Somebody did manage to get ahold of one in LA for around $7K, though, (Japanese model?) so maybe it has a chance.