Sony should probably be worried. The Wal-Mart crowd is pretty much dosen't know that much about technology and are looking for bargains. By seeing a name brand at such a low price they are likely to get it. Couple that with the fact that Wal-Mart is stocked with a bunch of budget HDTVs, you're looking at a high potential for HD adoption for the holidays by the not so tech savvy. It has potential, but it depends on how they advertise it in store.