The Samsung UE40C7000 has only been officially launched yesterday by John Lewis and already a price war has started with online retailer Comet slashing the cost of the television set to £1656 including delivery.
There's a code, 81000AW, that must be typed in at the checkout and gives a substantial £144 discount subsequently. John Lewis however gives four additional years of guarantee which might come handy.
Comet also sells compatible active glasses for much cheaper than at John Lewis; at £60 each, that's a saving of 20 percent although you don't get the Monsters vs Aliens in 3D technology.
The Kesa-owned retailer sells the Samsung BD-C6900 for the same price as John Lewis - £349 - although you can get the device at Laskys, which is a sister company for only £300 including free delivery.
The UE40 C7000 has a Freeview HD tuner which is in theory 3D compatible, uses LED-backlit technology - which ensures better colour quality and comes with a number of features like Motion Plus, Internet@TV and USB compatibility.
There's also another Samsung model, the PS63 C7000 which comes with a full four year warranty from Robert Whyte and costs a staggering £2470. It is however a 63-inch Plasma model and packs Freeview HD and four HDMI ports.