In my opinion, it's also a price war against small dealers like us - at $3,000, an Epson 9890 is more than $200.00 below our cost. I really don't like selling products at a loss, and it's just not worth selling them at these prices. I think that in the long-term, if the big guys keep it up, there won't be small dealers to help local photographers with installations, do real troubleshooting of printing issues and to provide other services that are essential to your businesses. So, my vote (of course) is for supporting small dealers and possibly spending a little more in the process. And if you do that, it will theoretically help everyone down the road.
I also heard a rumor that the 24 inch and larger Epson rebates are ending this month. So, if anyone is looking to buy, now would be a really good time to pick one up.
Tony