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It's wild how much of a price difference there is between the FHD and UHD models. Could the parts costs really be that significant? Perhaps there are some non-fixed profit margins at play.
3rd party prices seem to be similar for the two resolution parts (cheaper for the UHD actually, but probably because there are more listings to choose from).
And the $200 for the FHD is easily cheaper than a DIY solution, but at $550 for UHD it's substantially cheaper to buy a panel and a driver board, for those inclined (given common driver board prices -- I don't know offhand specifically where to find one compatible with the UHD OLED panels).
In any case it's nice that we're long past the days of $400 768p TN externals.
Also OLEDs don't use backlights! (re: "bright 400-nit backlight")