For years, Vizio has branded themselves as low-cost HDTVs. The sets were, and still are, bulked-out at Costco and making their way into a lot bargain hunters homes. In fact, I think of VIZIO as the Costco house brand and that’s image the company is trying to shed. ONE/x, Vizio’s marketing agency, has begun showing off ads touting high quality and precision engineering, not the brand’s norm of rock bottom prices. Who knows if the campaign will change the mind of American consumers, but the firm’s upcoming wireless HDTVs might help.