Exactly. Whatever you decide on, make sure you come in with an arsenal of quotes and questions. Use these to get the best price.
This is what I did with my last Sony (which I love, by the way). I found the cheapest price online, printed it out, and dangled it in the fairweathered salesman's face when he quoted me a huge mark-up price.
I got the TV I wanted for the price I wanted. Keep us informed of your choice.