Well I don't have endless amounts of cash but I'm 33 in the prime of my earning years and my wife makes even more than I do. We don't have kids and our bmw's are paid off. We just have our mortgage and continue to put half our paychecks into savings. No reason we can't spend a little for what we truely want and use. Whatever it is I will pay it....I would think it would be suicide for Sony to price it above $499 but like I said I work hard and don't mind spending it. I'm not leaving it to any kids and already give my 10%+ to church so I can't take it with me when I die...might as well enjoy it now.