The price of 627.- is illusory as this monitor has always been available between 530 and 560.- in the past weeks and months. mMn, instead prices should be displayed in the own(!) shop based on the previous price development - anything else is not fair to the customer (I don't even know if it is allowed). The recommended retail price of LG, on the other hand, is certainly quite high, but not a free pass to deceive users in the price development. It is probably not suspected, but it should be stopped.