sMoRTy71.com: Sears' consumer electronics line

Sears' consumer electronics line
Just when I was finally getting used to the softer side of Sears, they turn around and launch their own consumer electronics brand. The line, which is called Veos, will launch with a 65-inch projection TV as its first (and only) product.

Made by semiconductor company Brillian (Sears is actually their first consumer electronics contract), the Veos TV will use LCoS (Liquid Crystal over Silicon) for its display technology and will retail for, get this, $8,000.

This is a curious strategy IMO. Sure, the digital TV market is hot right now. However, Sears isn't a brand that people associate with digital technology. So they will have to change customer perception of their brand, then they will have to educate the Sears customer on what the hell LCoS is (which is little know outside of the high-end home theater enthusiast audience) and why they would shell out $8,000 for it (especially when the DLP or CRT rear projection sets that Sears carries from other brands will by $4,000-$6,000 cheaper).

This will be an interestin product to watch. On the plus side, at least they didn't develop a TV with a printer in it...