The big difference with pro products is that they are built for reliability but might lack some consumer features such as HDMI (DVI is offered which is just as well but requires a different cable or adapter), and on-board sound and speakers. Things like stands may be optional too.
What I do like about them is that they usually have a simple bezel rather than the big glossy ones they sometimes put on consumer sets. They sometimes have better picture adjustments in the menus.
When I was shopping for my own set, my guys spoke very highly of this line. I researched it some but don't recall why I passed on it. I think it was because I was too damned cheap to spend the money on it

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On cost, PM me and I can see if I can look up the true cost for you.