That is the name of this segment on The Vergecast about Sony’s new Bravia 9 series that’s ready to challenge OLED.

How much do they cost? That’s harder to discuss, despite David’s prodding.

The Bravia 9 retails for $3,299.99 — and that’s just for the 65-inch model. Going up in size from there, it’s $3,999.99 (75-inch) and $5,499.99 (85-inch).