The Avant will cost around 9.000 € with the obligatory stand. That's really no bargain, nowadays this is very expensive.
If you take in to account B&O were trying to shift a BV7-55 at over £15K a couple of years ago, twice the price of this new 55" Avant, then managed to bring out two subsequent 55" TVs at a much cheaper price (for B&O), this is the right way forward.
We complained for years that B&O TVs were on a constant upward price projection, they then start bringing the prices down and people are still moaning. I can't believe "bargain" (or lack of) is being used to describe a B&O TV. £7200 for a 55" B&O TV with remote and stand is a relatively competitive price for a B&O TV, for me. It's 25-30% less than the original RRP of the BV7-55.