Just bought it. It's for $699 but there is an instore coupon for $100 off until March first, but the stock is running low. The guy told me they had about 40 tvs on monday, and they are down to about ten today. I know some are probably leary about the Vizio name but I'm willing to give it a shot for this price, plus Costco has a 2 year no charge warranty on it, so why not.