There has been an absolute slew of new TV releases at this year's CES. From Sony's turn-it-sideways-and-it's-gone 3mm OLED to Samsung, Tosh and LG's wireless wonders to Panasonic's 150in behemoth, all seem to be locked in a race to be thinner, bigger, more tech-touting.
But what of the small issue of picture quality? I'm just back from a pretty impressive demo of a brand-new image rendering collaboration between Dolby and SIM2 which both parties claim is "the future of TV".
The concept revolves around finely adjusting brightness levels for each frame to improve picture quality. These new HDR (High Dynamic Range) TVs feature an "intelligent" LED backlight, which alters areas of the screen according to each individual frame, so that each receives its own tailor-made brightness profile.
Although we only saw a demo model (the finished design model was kept hidden tantalisingly under a sheet, inexplicably hidden from prying journalistic eyes) the HDR range is hoped to be out in Autumn, and though both the Dolby and SIM2 stables were cagey about pricing, you probably won't get a lot of change from that £10,000 note.