I completely agree, it seems madness to buy new tv at full retail.
If you wait a year and keep an eye out on hukd they go for half price or less.
Retail on my fald qled was £2400 and I paid £1070 a year after release.
The 77'' OLED is the only TV I'd buy at launch as the 77'' C9 now is £4999 and the 77'' CX at launch is £4999. They've changed the pricing based on yields.
Otherwise I'm inclined to agree.