I don't think anyone participating in this thread would dispute JVC's relative superiority compared to their competition and they don't need to justify their prices to me. It's a simple matter of whether or not the market will bear them. 10K plus is simply more than I am willing to invest in a piece of hardware that will likely lose 50% of it's resale value within a year or two of ownership. If they can find enough takers at current prices then good for them. Haste is the enemy of value so I'll be [potentially] holding out for a used or refurbed model down the line.For some context about why folks would pay prices like this to begin with: JVCs are well regarded in the projector space for their decent contrast, satisfying black-level (for a projector) and silky, film-like image (LCOS) with no rainbow artifacting (3-chip) and these are true native 4K chips.