Yep it will cost them
Sony has lost it's place at the top of the TV quality table to Samsung for the moment anyway. Not that there's a huge difference between the two or even between those and Panasonic, Toshiba, Phillips, etc, but Samsung are the best make right now. Same with computer monitors.
OLED might have put Sony back on top. It's difficult to say of course, but my guess is those that make the first OLED screens will be the manufacturers that produce the better TVs in the short term - putting themselves above both Sony and Samsung for their turn at the top.