This TV retails for £899 in JL, Currys, Comet. Richer Sounds sell at £799.
Just contacted my local JL in Watford to have them price match Richer Sounds, but surprisingly heard that they have matched their instore price to £729 (JL website price is still £899!), with free 5 years guarantee!!
I can not wait to see the result of Which magazine's test (due early May), as I was warned that their price may revert to the original one anytime!!