First time I've ever seen the BOL Electrolux for under $800:
http://howards.com/listview.cfm?c=80&b=14&s=
And check out the TOL Fridigaire prices:
http://howards.com/listview.cfm?c=80&b=3&s=
Bear in mind that these are "after rebate" net prices. In my area, the gas company grants a $35 rebate. My local (town) water district grants an $85 rebate, hence $120 total. The water rebate varies by town and city. It's possible that the water rebate could vary and not be available everywhere. To receive the rebates, you fill out a rebate form and mail it off with documentation (copy of most recent utility bill, copy of sales receipt) to the appropriate energy or water authority and typically you receive the check in 2-6 weeks. Howard's Appliances is very good about printing the forms and attaching copies of the receipts for their customers, for those who may not have printer access. I am on paperless billing for all of my utilities, so I would go online and print a recent bill from PDF format (stored online) if needed.
That said, the "actual price"
http://howards.com/details.cfm?c=80&b=3&s=81&id=jf15m2240fajhj
is $699, so they calculated "$579 after rebate" based on $120 worth of rebates. For those of your outside the USA, the posted prices do NOT include sales tax or VAT. Sales tax varies by state, county, and city. Where I live, it's 8.75%. When you buy a product that qualifies for rebates, you have to pay sales tax based on the full price, not the price after rebate. Thus, someone buying the 4474 model would have to pay $760.16 ($699 x 1.0875), but would eventually receive rebate checks for $120, hence a net cost of $640.16 including taxes.
Anyone else seeing price cuts like this where you live?