Unsure if ATL as I have only been stalking this model for a month now. But it does look like a limited promo judging by Gigabyte's EOFY banner.
Bang for buck amazing Gaming Monitor that isn't OLED for those who are stepping into the 4k UHD space for the first time.
Monitors Unboxed & RTings rate this model extremely well - for this budget it's usually a battle between the M27U and LG's 27GR93U, whatever is on sale is the better choice.
Price Beating
Centrecom advertises price beating but only in store (WA, NSW, VIC).
PLE is also rumoured to do price beating but once again, I believe it's an "in-store negotiating" type of deal.
Good price. But I much prefer UHD on 32 inches. These can be had for not much more.