UPDATE: TigerDirect is now listing this TV at $1,499 (UK£979, AUD$1,443).
Original story continues below...
A giant 50-inch Ultra HD television has gone on sale in the United States for a mere $1,299 (around UK£846, AUD$1,236), making it by far the cheapest next-gen set yet.
The Tiger Direct website claims it has stock of the 3840 x 2160 resolution LED set from a little known manufacturer Seiki Digital.
The 2160p set brings a 120Hz refresh rate, a contrast ratio of 5000:1, as well as 3 HDMI outputs, all for the price of a regular 1080p set.
So what's the catch? Well, as Engadget points out, 4K resolution imagery at that size is of somewhat questionable merit, as is the company selling this television.
There's also the content issue to consider, which is virtually non-existent at this stage of the game.
That's set to change when Sony launches its 4K media streamer this summer, which will come loaded with 10 films at the pixel count, while also bringing access to movies from Sony's library.
Just this week, the company also announced its own cheaper Ultra HD sets, which lowered the entry level price considerably.
However, they're still more than three times as expensive as the Seiki deal that has emerged this weekend. Is it worth a punt?