The 40" Sony Bravia (KDLV40XBR1) is on sale for $3,150 at your local Tweeter store (Sound Advice in Southeast Florida areas). The only problem is that it's been on back order for quite sometime now (next delivery is antipicated on 12/24). Circuit City has these for $3,499.99. If you can get Circuit City to match Tweeter's price, the actual price would actually be around $3,114 + sales tax (CC gives 110% of price difference).