This may be the first time I am actually excited about a television. A lot of people get really jazzed when they hear all the tech specs about the latest TV, but the new Samsung Serif is more than something to watch movies on. Look at the design of it. It may actually contribute to the aesthetic of a room, rather than being hidden or hung on the wall. Check out the site for more details. Well done Samsang, and well done Rowan & Erwan Bouroullec!