Early adopters are no stranger to the high cost of of innovation. LG's new OLED TV line sets it apart from the competition, at a price. OLED is the latest in TV screen technology, and like all top of the line tech it may cost a pretty penny. LG has yet to release its official pricing, so we were surprised when it was revealed that two New York retailers have the same models listed at the same price. Surely they didn't pull the prices from thin air.