Apparently, it loses money. Which is surprising, and not. Surprising, because Pioneer's flat-panel televisions are generally recognized as the best. Not surprising, because they cost about twice what a high end HDTV plasma from, say, Panasonic does, and while the quality is impressive, few people are willing to pay an extra $2500 for it. Being the high cost provider of a rapidly depreciating luxury good is not the market niche you want in a global financial crunch.