£400 for 23" is a joke, guess I won't be holding out for these and probably going with the LG which has recently shown good value for money with price drops.
P.S. I must point out I am only interested in 120hz gaming.
Unfortunately with a lot of the upcoming 120Hz monitors 'integrated 3D' is a key feature and no doubt contributes heavily to the price. The SA950 also features some integral features that are specific to 3D gaming - the extra smoothness of 120Hz is really only a side-effect of the technology even if many people do warmly welcome it. The RRP has to be taken with a few shakes of salt, even if it is correct (it seems far too low for the 27" SA950 I'll tell you that much). Once they hit retail and a bit of competition kicks in I wouldn't be surprised to see prices closer to the £350 mark. For a monitor of that apparent build quality with integrated 3D capability that isn't a bad price. Even if it is 23 inches! The AlienWare OptX, which still has plenty of potential buyers and happy users, costs around £400 and that's only '23 inches' sans any sort of integrated 3D capability. I know this is an extreme example but I would wait for launch and perhaps a little bit afterwards before trying to work out pricing.