It is expensive because component-level service is not done by the TV manufacturer. The costly PCB will be replaced by a service technician even if the failure may be due to a single defective component in the PCB.
It will take technical expertise and special tools to troubleshoot and replace the SMD IC’s and components. As most of the servicing is done at the field(Customer locations) it is easier for the service technician to replace the PCB with a screwdriver (and soldering iron if needed).
The consumer will spend more on this deal but with less down-time. During the era of CRT TV’s, most of the servicing was done at the component level.
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