Today I went into my local Panasonic shop. Presumably it is an independent dealership who just happens to have the Panasonic license. Anyway, I explained I was looking to buy a TH37PE50 but that I was planning to buy it online (letsgodigital.co.uk) as their price would be tough to beat. However, I just wanted to see the TV in person first. As suspected, the price for the TV alone was £2,200 (approximately) in the Panasonic shop. The shop owner said the cabinet stand was an extra £400. I wasn't too shocked by this, but I did say to him "do you realise that I can get the TV, cabinet stand and a Panasonic DVD recorder from a website for £1,325?". He seemed amazed (and doubtful) and so loaded up his laptop to take a look. Needless to say, he soon found out I was telling the truth. "Well, erm, yes, that's a very good price right there," he stuttered, "erm, I tell you what, we'll do the same deal for £1,500?". What?! He just dropped his price from £2,600 down to £1,500 and was also willing to throw in a DVD recorder! This makes a total mockery of their original price. Obviously I was impressed by his generous price cut offer, but I still told him I'd be getting it off the internet - afterall, why should I pay £200 more just to get it from a local dealer? He said it gives me peace of mind in case it becomes faulty or incase letsgodigital.co.uk becomes extinct. Still, that's not worth £200 in my opinion. So in short, I'm simply amazed at how much he was willing to cut his price. I've a good mind to go back tomorrow and say "look, I'll do it for £1,375 - i.e. £50 more than the website price. You've already proven you're willing to cut your prices massively. Take it or leave it." Any thoughts on this? I'm pretty amazed by it all.