Having decided on a Hitachi 42PD7500, I did the usual trawl around the web sites and found the lowest web prices hovering around £1750. Even better I found Sound and Vision at Bolton - just a couple of miles from my home selling the Hitachi for £1740. S&V are a retail shop who also sell online. Before nipping off to S&V I thought I would try John Lewis as I understand they will price match any retailer. I called two local stores and the lowest price they came up with was £1999 and when I asked them to price match S&V, they said that they do not price match this shop! - because they are not a 'normal retailer'. After querying this further, they said that S&V do not 'shelf mark' their prices, but negotiate with customers and are therefore not a 'like for like' shop with JL. I emailed customer services for further clarification on this and was advised that they will not price match any 'retailer' if they do not have 'shelf edge' prices on their goods. I must say I find this very strange, as S&V are a genuine high street retailer and as far as I am aware their is no legal requirement for a retailer to display their prices. Retail prices whether displayed or not are only a guideline and I can (and have done on several occasions) go into ay retail shop and make an offer for a product which the retailer may accept or refuse. I think John Lewis are bending their rules somewhat on this and need to review and clarify their price promise.