Good question. I have wondered the same thing. I decided to wait. Since even if the cost went up 50% they would still cost less than most of my audio cables.
After years of buying by cost point, my last 78" OLED and 65" LED for the bedroom have been top of the line Sony. Both were replaced under warranty when they failed in different ways. I had done my research and knew they were the most reliable at the time, so I was unlucky. They have very high video quality and the Bravia warrantee is better than the lower cost ones. When these need replacing I will replace with Sony.