Sony is much like Apple when it comes to pricing. They tend to get quite a bit extra for the name and the "design" of their products. However, Sony might be looking into changing that as the economy and flagging sales (not to mention losing money on the PS3) have hurt their profit over the last year or so.
To combat this, according to a rumor at Digi Times, Sony might be looking to marketing a line of low cost LCD TVs. These new TVs will come in both 32 and 40 inch flavors. While there is no information or speculation about the price of the 40-inch flavor it is rumored that the 32-inch could be as low as $465 USD, perhaps even lower when they finally make it to the US.
This is an effort to get the Sony brand name back to its status as a leader in the global TV market. Of course no one is saying if the quality is going to be comparable to their current line. Hopefully the cut in price will not mean a reduction in quality, but only time will tell on that. Of course this is if this rumor is true. It is very possible that none of this will come to pass and Sony LCD TVs will remain at their current price levels.