While the 65" OLEDs have reached "somewhat affordable" range for quite some time now, the 77" models have remained preposterously expensive, hovering around 5 digits until recently. This is still much higher than I'm willing to go. But by far the cheapest I've seen the 77" OLED from a reasonably reputable dealer (though no personal experience--just seen reports from other deals that First Class TVs is OK). My guess is BF will see prices around $5k for the 77" model. But if patience is not your virtue, may be a good enough price to grab one now.