With Blu-ray sales expected to
triple this year, that $150 player might well be here by Xmas 2009 or 2010. By 2014 Blu-ray might be outselling DVD.
They won't "recoup losses" forever. Sales will grow and smaller margins on larger unit sales will recoup their losses. Plus, with many manufacturers competing to sell Blu-ray players, and more entering the field, there will be ever growing downward pressure on prices. They'll take what they can now, during a sort of breathing space before more players enter the market.
It's not like HD DVD, where you essentially had only one player manufacturer, Toshiba. There are and have always been several Blu-ray player manufacturers, competing against each other for sales. None, except maybe Sony, has an incentive to sell at a loss. And Sony doesn't dare undercut the others by much, if at all, due to their need for broad industry support and maintaining their image as a "extra value, higher priced brand."