This has been the lowest price this unit has been at AFAIK. The Samsung 50\" 720p counterpart has nothing on this. At this price this unit cannot be beat. I was at BB and looking the three 50\" Panasonic plasmas they had on display it was hard to discern the differences between the 850u (~$2000), 800u (~$1600), and the 80u ($~1000). Linky from LA Times ad