$3,995 elsewhere. 10% Cashrewards brings this down to a great price. Comes with a free webcam which is unlikely to get any use.
There's a 5% discount code if you sign up for a MySony account, but I didn't risk it as it's unlikely to stack.
I couldn't really see any previous deals on this TV. After lots of in-store comparisons, my wife and I both agreed (unfortunately) that this just looked better than the TCL C855 and we felt the price difference was worth it.
Big difference in price though, is it really worth $1000 more than a c855?