Though I don't put it past the major retailers to be in cahoots with the studios to pad numbers of BD/HD DVD sales figures in how they ring up give away discs with player sales, I think they are ultimately beholden to their own shareholders and bean counters (aka accountants). For example, when I bought my PS3 on Nov. 4 at Fry's, it came with two free extra discs (Fifth Element and Underworld Evolution). They rang up the full price of the discs, while reducing the price of the PS3 by that same amount, so the "discount" apparently came out of their profits on the player rather than the discs. (Though it wouldn't surprise me if Sony subsidized these kinds of give-aways by reducing their wholesale price on the $399 for Fry's and other retailers to encourage week one promotions like this.) I guess what I'm saying, there's more going on with these give aways, for either side, than just padding disc sales totals.