I have this tv and paid nearly £600 for this when it first came out. It is an excellent TV and well worth £399. I got mine itnerest free and have to pay for it in February - i'm gutted. We're even thinking of buying it at this price as a gaming tv (kids will be getting a Wii for Xmas)
Absolute bargain and dead easy to set upThere's probably some vouchers kicking around and i do belive that they have a 2 for 1 Vue pass thrown in for the price/.
Also buy something cheap to take it over £399 and you get 5% off. Don't forget quidco (not sure how much they're giving at the moment)