Price is out of my price range, but I'm really surprised the Russians got it first tho. I would guess the Japs or the Brits/Europeans or hell us Yanks to get it first.
The borderless is probably with respect to the top and sides. The bottom is where the 'on' light usually is as well as a speaker bar of some sort. Also it is probably a few mm in thickness at the edges.
according to some showcase videos, all the buttons are LED buttons and the LG logo goes off when you turn on the TV. This TV is truly completely bordless in all directions
Cheers