Pay less for a TV and you're only cheating yourself.

We love saving money. We’re glad you do, too. Our shared obsession with pinching pennies is what put us in the heavily-discounted splendor that surrounds us today. But there’s a point where diminishing prices bring diminishing returns.

Consider these Philips 40" TVs. They cost $60 more than the Magnavox and Emerson 39" TVs we sold last week. If you’re looking for the cheapest possible name-brand TV about this size, you should wait around for us to sell something like that again.

But is that really what you’re looking for? Or are you looking for the best possible HDTV for your money? Maybe you want a TV with a 120Hz refresh rate, and integrated apps like Netflix and YouTube. Philips is a much better manufacturer than the cheaper brands we offered. That extra diagonal inch of screen does make a difference, you know. And the price is still lower than you’ll find anywhere else for a TV this good.

Hey, you can cut off your nose to spite your wallet if you want to. Just remember, if you regret going for the cheapo TV, an upgrade is going to cost you a lot more than sixty bucks. You know, if saving money is important to you.