Several manufacturers, including Sony, require their dealers to sell their products at "list price" to prevent one dealer having an unfair advantage over another. I encountered this when I was selling TV's and stereo equipment.Well I pulled the trigger and got the Sony. Yes, thanks to Clinty for this thread. This thread helped me and a few articles.
Sony - 77" Class - OLED - A9G MASTER Series - 2160p - Smart - 4K UHD TV with HDR
Sony A9G OLED wins 'King of TV' at 2019 TV Shootout
https://www.flatpanelshd.com/news.php?subaction=showfull&id=1560428570
EXPERTS AND AUDIENCE WEIGH IN ON 2020’S BEST TV (Due to Covid 19 canceled ???)
https://ceweekny.com/tv-shootout/
This page shows 13 stores selling the Sony all within pennys of each other
https://www.sony.com/electronics/televisions/xbr-a9g-series/buy/xbr77a9g#