The rumored $9000+ price tag is a mistake. In a market with fine 60″ 480hz models (or even 900hz+) with <150W power consumption and excellent contrast ratio for well under $3000, there is just not enough advantages in this OLED at this price. The most I would be willing to pay for a smaller 55" unit with slower refresh only 'cos it's cool to be thin (and have a small bezel) would be … well, $3000. But as soon as 4K Tv's show up at year's end, I'm buying one instead anyway. For my media play usage what I need is (ideally) a 60" 4K panel fast enough for 3D (though I rather have it passive polarized, but can live with active). Don't care if it is OLED (preferred 'cos it's thin and light plus uses little power even though it ages much faster than others) or any other tech.