Looking in Dixons in Wimbledon, I saw the Hitachi 32" for £2500, which is even undercutting Empire Direct. They had the new Samsung 42 for £3000 and are selling the Pioneer 43" for £6000. This appears to be great prices for a high st store. John Lewis sell the Pioneer for £6500 for example. I think this is the first step that will drastically reduce the prices in specialist stores and bring plasmas until the realms of affordable!