Believe it or not, 85K is actually cheap for mega sets such as these. Why? B&O ships this thing so it can be installed using the company's own retail sales channels, which saves a boatload over professional installation. And B&O does not scrimp: The 4 has a simply luscious plasma screen that adapts dynamically to your viewing environment using impressive electronics and a built-in light meter. You can expect excellent image performance in 3-D and traditional viewing modes Keep in mind, though, that sets of this size can present problems with reflective lights, and mounting will be an issue. The 103-inch version is close to 9 feet diagonally. That's big. But if you are looking for a big TV that is at its core plug-and-play, the BeoVision 4 is for you.