Dell has a habit to massively mark up their MSRP, for instance I bought a UP2716D for just 570 when it is listed as like >1000 only 2 months after it was released, so we may be looking at this one at about 400. But I admit QHD in 2017 is a bit pointless, we have enough back stock of those 27" QHD out there, since this monitor is aimed at USB-C enabled laptops like Dell XPS or newer MacBooks, where the primary screen is retina or higher. I guess Dell just wishes to sell this as a light user accessory in their showroom shops with the intended "slick" form factor.