The reason this is so expecive is that its said to be mint in box. You who are probably going to customize it anyway can find it cheaper somewhere else I think. To put the prize in perspective. I got a 60 inch plasma screen tv for about the same sum. I am the only one I know who have such a TV. Friends and family have brought strangers to my house to see this TV. I spent my saving from four years to buy this TV.