It's new? I believe that's how it works. Shit, I still remember when plasma TVs were like $5000+ for a 40" or something. They're like <$1000 now. They're not going to sell you new technology cheap. If you want it early, you have to pay the premium. Or you can wait because it'll obviously drop in time. They can't mass produce it as well as there's no real popularity of it right now. When they get the consumers, mass production of it will lower the costs. Let alone all the time and money given into research to make 4K screens. They need to make some money back for themselves. Let them have a vacation.