PANASONIC DMP-BD55 will be selling for under $340 from some mail order companies.

[HDTV1080P]

According to a reliable source of mine, the Panasonic DMP-BD55 that has a suggested retail price of $399 will be selling for under $340 from some discount mail order companies once large quantities of the player become available. It could take a couple of months before one sees the under $340 price online from some dealers.
Of course the advantage of retail stores is the 30 day return policy, many discount mail order companies charge re-stocking fees if one wants to return the player.