I have spent a few months scanning the net and shopping around for the 40" LCD. Personally I prefered the Samsung LE40M87 over the Sony What Hifi superstar, my girlfriend was won over by the Samsungs styling. I got it down to £880 on the net. Dixons did an August special for around £900.
I found out Samsung do an LE40M86 especially for Curry's (Sept What Hifi) with a black trim strip at the bottom which I prefered to the silver M87 trim. I decided to pay Curry's a visit. The store price was £1150, inclusive of a bottom of the range DVD recorder. I said I didn't want to pay that much and didn't want the DVD recorder. I initially got them to match the Curry's online price (£999) then got them to match their Dixon's parent groups August special web price of £900. Just goes to show you can haggle at the retail park giants, don't just blindly hand over the asking price!
I am happy that I have a tv from a store where if it goes wrong I have somewhere to go and deal with a person not just a web address and phone number.