Samsung's 4K TVs have just become a bit more affordable -- though you'll still need to sell off several key organs to own one.
Meanwhile the smaller 55-inch model has also had its cost cut, from a quid shy of £4,000 to £3,299 at Currys and PC World. I've contacted Samsung for clarification on the new prices, and to ask whether any other tellies are being discounted, and I'll update this story if I hear back.
While 4K is still the preserve of the televisual elite thanks to their high price, those who do decide to splash out should be wary -- as, you'll need a TV that's much bigger than 55-inches to really see the benefit of 4K.
There's nothing particularly clever about 4K, or Ultra high-definition (UHD) as it's sometimes known -- it merely packs in about four times as many pixels as regular HD.
That makes for more detail in theory, but there's currently very little you can actually watch in this new format, and we may be waiting a while before broadcast TV and disc-based entertainment catch up.
Sony also has 4K TVs on sale, at similarly wallet-straining prices.
Are you excited about 4K, or not fussed? Let me know in the comments, or on our Facebook wall.