Samsung has placed a hefty price-tag on the S9 85-inch Ultra HD 4K behemoth of a television set and if you're a little squeamish, you might want to look away now.
At a glitzy, star-studded media event in New York today, the company revealed that the giant display will be available to pre-order for American customers at the end of March for $39,999,99, with delivery by the end of the year.
The company is yet to reveal official UK pricing and availability, but using a direct conversion at today's exchange rate, prices the set at around £26,500. That falls in line with the Japanese pricing unearthed in January.
However, that's not to say we're surprised by the budget-busting RRP. There's no such thing as an affordable Ultra HD TV yet, and this particular one looks like the cream of the crop.
The UltraHD offering wowed the world with its unique easel-like design and stunning 4K picture in 2D and 3D when it was unveiled at CES 2012 back in January.
The set, of which Samsung will only build an initial run of just 77, has a screen resolution of 3,840 x 2,160 pixels, which is around four times the resolution of a standard HD TV.
The set features advanced Micro Dimming technology, features an upgradeable Exynos quad-core processor and it's also able to upscale existing HD quality to 4K, which is crucial considering there's barely enough 4K content available to fill a commercial break as yet.
There was no mention of availability outside the United States, during the Wall Street-based event, which notably saw the debut of a Spotify app for the Smart TV platform, and featured cameos from NFL star Eli Manning, supermodel Kate Upton and rapper Flo Rida.
We're hoping that Samsung will shed a bit of light on the UK availability in the near future and will bring Kate Upton and Eli Manning along with them then. Flo Rida can stay though.