To Tom,
On what planet would a dealer sell a demo of a brand new hot technology and lose thousands and thousands of dollars?
First the margin on TV's is typically 10-20% which is pitiful.
If you think that is a large margin then you have no idea the costs of running a business, and credit cards take 3% plus you have shipping, staffing, electric, insurance etc.
So even if you make 20% gross margin what do you net out at?
Your example of a Pioneer Elite TV demo would work only if the dealer wanted to move one, and the RPRTV market had a much better margin then the current flat panel market.