Trust me, I've seen them in person, and I find them no more immersive than a comparably sized flatscreen HDTV at the same resolution. Don't get me wrong, a 100+ inch 4K HDTV looks astonishing in person, but the curved screen has literally nothing to do with that. Best Buy likes to set up little viewing areas for the super-high-end stuff so it looks as good as it possibly can. But, functionally, there really isn't a difference to the picture quality of Samsung's high-end flat TV versus their high-end curved TV, yet the "curve" adds a minimum of $500 to the price. It's a marketing gimmick, same as 3D, that draws you in as something new and exciting and goes away in a few years when people realize that it can actually detract from the viewing experience.