because you the People get crazy over it because of very Limited Stock....you guys rush into the store like the worlds coming to an end or something...Last Black Friday sales at Walmart they had a Sony 32" LCD for $399 where today's Reg price of the newer model of that TV is $399...bottom Line is it worth going trough all those headaches......the way the economy is right now for some people in the country they have similar black friday sales on off season days too....