Samsung has hinted that it may sell off its LCD TV making arm in order to focus on the more lucrative world of OLED TVs.
The news jives nicely with Samsung's earlier public mulling over the possibility of bringing its OLED display business, Samsung Mobile Display, in-house.
Play it off, keyboard cat
If you're staring sadly at your Samsung LCD TV and wondering where it all went wrong, we'll tell you: money.
LCD TV prices have steadily fallen over the past few years thanks to a flooded market and falling demand for LCD – it means that Samsung makes a loss on each LCD TV sold.
As if that wasn't bad enough, Samsung's LCD unit sales fell 10 per cent in 2011 due to lacklustre demand as well, so selling the entire unit off would make a lick of sense.
Much more enticing is the brave new world of OLED displays. Currently the darling of the smartphone and tablet world, OLED TVs are slowly but surely infiltrating the living room.
Samsung itself has a very lust-worthy 55-inch OLED TV heading to the UK in the second half of this year.
However, it is worth mentioning that Digitimes thinks Samsung will keep the LCD business and pump $6 billion into it in a bid to make it work. But, you know, Reuters v Digitmes. Who do you believe?
Now watch our video of the Samsung 55-inch OLED TV in all its glory while you mull that conundrum over: