It's worse than that. I was at Best Buy and I overheard a MANAGER tell a woman buying an HDTV for her husband that she would need some form of cable box to be able to receive HD. Granted, it is possible it was an LCD without a ATSC/QAM tuner built in (how many still exist anyway), but there was no noticable knowledge that if she chose the right TV, she could get HD (local) for free. I am very excited to be getting a Vizio LCD come holiday time. I only pay $10/mon to Comcast for my "lifeline" service. I'll only need to add $2.50/mo for cablecards. Now, if I am lucky and my local office has M cards, then it would be free (the first card is free followed by $2.50). Can't wait to watch and record (if TiVoHD is purchased by then) the Superbowl in HD!!!!