Beginning today, Sunday, August 13th, LG and Sony lowered the prices on many of their 2017 UHD OLED TV SRPs. Sony's 65" A1E drops another $500 to now list for $4499 and the 55" A1E drops $300 to $3299 SRP. LG's 77" G7 goes down to $12,999 from yesterday's $15k list and the 65" W7 went down $1k so it now lists for $6999 and the 77" W7 took the biggest drop going down by $5k so SRP is now $14,999. LG's has added one more gift with purchase of any size E7 or G7, choose between one LG 55UJ6300 free or just take an instant rebate of $300. In addition to the new lower SRPs some authorized dealers are chipping in with additional promotional offers that bring your effective cost down further and interest free financing up to 24 months.