That means that it competes directly against several 480p home theater projectors (although most now sell for under $800). Of course $999 is the MSRP (and also MAP - minimum advertised price), so no doubt there is some slight discounting below the $999 price. There is competition though for a couple to a few hundred more, from some other 720p projectors. Notably the recently reviewed Mitsubishi HD1000U - similar in many ways, and also Sanyo's very highly regarded PLV-Z4. Unlike most other companies, who kill off one model when its replacement starts shipping, Sanyo traditionally keeps "last year's" projector in the lineup, at a lower cost. Neither the Mitsubishi which has a $1499 MAP, but comes with a free spare lamp (list price $395), to lower its effective net cost. Of course, those of you who don't have the extra cash around, and need to keep the expenditure under $1000, will still find the Mitsubishi - with spare lamp, and the Sanyo, to be a few hundred dollars more, out of pocket.