FYI -- Just got the BD55 from Amazon for $240 through an American Express offer. If you have an Amex Card, go to http://mywishlist.amexnetwork.com/?cid=hwl08-dm-prop-elecrocintshopmodel and every so often there are certificates good for 25% off your entire Amazon purchase (up to $125 back, only through Amazon, not third parties). The trick is to be on-line at the right time and be one of the fortunate ones to get a certificate. The next set of certificates comes up at 6 p.m. EST.