Apple needs to get real with the quality a consumer NEEDS for a consumer monitor. How can they make a 27" iMac and charge $2100 for it but make a 27" monitor (with no computer) and charge $2500? Just sell the fricken 27" monitor that you used with the 27" iMac already. If it was good enough for the consumer then, it is good enough for us now. My husband does not need a fancy monitor to work on his Excel spreadsheet. He just needs a bigger screen. Consumers do boring things like view web pages, read email, write papers, etc. That doesn't require super flashy features. Dell makes a crappy 27" monitor for $250. Make a better consumer monitor that doesn't suck for $700. I'd buy that! My Excel spreadsheet husband who controls the budget would approve that purchase.