The problem is that these sets are so new that no professional reviews of the sets have been written, and in fact, they’re unlikely to ever be written. (If you can’t even find the company, negotiating a review unit can be tricky.) Fortunately, those who have taken the leap of faith in purchasing some of these units have written user reviews on various web sites. Epinions has some coverage: Viore has been soundly trashed, and the consensus on ilo is hardly positive. And when you do see positive reviews for these products, it’s hard to know whether they’re legitimate or simply shills for the company.

So this takes us to the real question: Should you buy a TV from a no-name company if it means you can save 50 percent on the price? That’s a question only you, and your eyes and ears, can answer. But here’s my advice: Don’t do it, at least not sight unseen. If you can compare, side by side, a no-name LCD with a quality one (like a Sharp or Samsung), and the difference isn’t too glaring, then you might consider buying the cheap one. Make sure you listen to the audio, check out the connections, and get a sense of the sturdiness of the unit with your own hand. I’d never buy a no-name set online unless I’d already become familiar with it in person.

This isn’t to say that all off-brands are of poor quality. I’ve reviewed Vizio plasmas (no relation to Visco, mind you), and they rank among some of the best I’ve seen. Sure, there are ultra-luxe brands that trump Vizio, but for the prices Vizio’s sets command, it’s worth a hard look.