Sony has whipped the wind from Sharp's sails with the IFA announcement of the world's thinnest LCD TV, the BRAVIA KDL40-ZX1, which even sounds similar to the Sharp's XS1.
The playing ZX1 however sidles in at a hunger inducing 9.9mm thick (at its thinnest section) under the 'thin is in' catchphrase - a svelteness that makes the Sharp look positively bloated with its 23mm dimensions.
The 40in set will arrive with a separate media receiver box housing all the technology and will hook up to the screen via the High-Def BRAVIA 1080 Wireless signal, erasing the whole 'where do we stick the cables?' issue.
Said box will house a trio of HDMI connectors with a fourth somehow squeezed onto the back of the actual display.
The media receiver will house an MPEG4 AVC-HD2 tuner as well as DVB-T and DVB-C3 digital broadcast and cable tuners and will be controlled by an RF rather than infrared remote, so it can be tucked away in a cupboard out of sight.
The images are powered by Sony's BRAVIA Engine 2 and offer 100Hz Motionflow technology so they should be nice 'n crisp, with the images illuminated from the sides by BRAVIA Edge LED Technology (LED arrays) rather than the traditional backlighting, enabling the thin design.
Of course there's no pricing, but excitingly we'll only have to wait until December to see the ZX1 on sale in Blighty. Christmas present anyone?