Looks it be a clearance price.
We got it today because it fits our décor perfectly. I'm not a fan of the Samsung interface, but it's ok as a third TV. We originally wanted the Frame TV yet this better complements the living space we placed it in.
43" The Serif QLED 4K Smart TV
The Serif blurs the lines between modern design and technology. With its iconic I-shaped profile and harmonious design, The Serif gives you the freedom to place it virtually anywhere in your living space.
Harvey Norman ran out of stock now
2nd link:
https://www.harveynorman.com.au/samsung-43-inch-the-serif-2020-4k-qled-smart-tv.html
Is this the new fontier for TV's?