We paid 2000 EUR for a 55" HD (1K) Sony in 2010, and would happily go down a bit in size as it's now mounted over a piano that frankly sees a lot more use than the TV. I'm completely ok with paying 1000-1500 EUR to get a 40"-50" 4K set that we don't have to constantly give the side-eye once the current one gives up the ghost. We rarely watch anything, so it might be more of a question of whether this one will outlive 720p/1080p freeview or not.