Dejavue all over again. IBM, Microsoft, Intel, Sony and many others have tried to control the market by brute force instead of consumer needs in the past. An in-expensive player that plays equal quality images has more consumer draw then a system that costs as much as a lcd tv and has more capability then is needed. HD DVD fills the need for consumers to use the capabilities of the new HD TV leaving money to buy DVD's. The Blue Ray is a advanced technology that meets the needs of high storage requirements in other markets. When HD technology advances to need more storage (unlikely in the next five years) Blue Ray technology might be more justified. I for one am going the HD DVD route.