The more I read about flat-panel television manufacturer Vizio, the more I understand how this company is almost single-handedly disrupting the price marketplace for the current technology that powers television viewing. Tube televisions are going out of style almost as fast as the cassette tape did in the early 1990s, and flat-panel sets featuring plasma or LCD technology are settling in as the new choice for almost every new television purchase. Of course, folks are still buying tube-style TV sets as fire sales blaze into many retailers, but I'll bet that will slow down in the next few years.

After having stepped into Circuit City Stores, Inc. (NYSE: CC), Wal-Mart Stores, Inc. (NYSE: WMT) and Costco Wholesale Corp. (NASDAQ: COST) recently, the Vizio nameplate was everywhere, from the 32-inch television to the 50-inch big screen set. The prices were 30% lower (on average) than from competing sets featuring the Sony Corp. (NYSE: SNE) and Samsung nameplates, but looked every bit as good from an aesthetic and picture point of view. Purists will dig into specifications and technical jargon, but the average consumer will buy on these bullets: price, price, looks and price. Vizio has no close competition in terms of overall style and price point from what I can see in some recent retail visits.

It comes as no surprise that the company has sold over two million television sets in the four years since the start of U.S. sales in September 2003. In fact, with the majority of those sets being of the HDTV ilk, Vizio is probably one of the handful of companies that have allowed U.S. consumers to prepare for an all-digital television future once the analog television airwaves are re-purposed in 2009. Vizio even predicts that it will climb past the 3,000,000 sets sold mark by the end of the 2007 holiday shopping season. I'll bet that's a correct guess.