I went this Sat to Sears to buy the Kenwood HTB-504. I'd taken printouts from a no. of online retailers (none of which are on the approved pricematch list, of course) and according to the posts here, was hoping that due to the Thanksgiving crowd, I'd find a sales guy who wouldn't bother to call in and confirm. Unfortunately, it was a very rainy day here in the Bay Area, and the place was empty! All the salespeople were around me like hungry vultures I ask for a PM and give the printout, he calls in, says 'no we can't match that store', I give him another one .... this went on 3-4 times, for a couple of yahoo stores, etronics etc. I was about to give up and finally tried mjshow.com - miraculously they DO match that! So my price was $379 instead of 499. On top of that I got a 10% instant discount, and the final price was 370 out the door. I'm very happy with the system. Thanks to everyone here for the helpful posts. I wish mjshow sold tv's but I suspect there are a lot more online stores that Sears will PM but don't advertise.