Oh...my...god.... This monitor is friggin' gorgeous. I now know where the price difference between the Dell FPW2005 and the ACD 20" comes from. Yes, it comes from Apple markup. And why does Apple feel entitled to markup the same screen the Dell has? Because it's the most aesthetically appealing monitor ... ever. And they figure that that costs (ACD20" - DellFPW2005) dollars. Whether or not it's worth it is entirely up to the consumer, as aesthetics is, of course, subjective. One might say, "aesthetics are kind of ridiculous when it comes to something like a monitor," and I'd normally be inclined to agree with you. But what I can say is, I see where Apple feels entitled. They put out a product which no one else puts out - they saw the concept of a "monitor" and said, "Why don't we give it a dimension beyond functionality?" So there ya have it. Personally... I think it's way cool.