The big name already have LED based TV, they just let the other to test it out for this new tech and perfecting them (I mean better, less power, cheaper) and then sell you for the same premium so they can get more margin. Plus Sammy is pretty much very aggressive in marketing their product too. Exposure is great way to gain market share.
We purchased couple Sammy thin LCD recently from Fry's used for shooting a scene for a auto manufacture and they just gave out the sammy to couple interns as a token of appreciation on top of what they suppose to get.