I noticed that Toshiba said they have no current plans to release a Blu Ray player. It would be interesting instead if they came out with a killer upconverting player using the cell technology they demonstrated at CES at a reasonable price. I have an A30, and upconverted Sd disks, though not HD, look pretty darn close, and for a good DVD, not that far from HD. If they could improve on that, they could move a lot of them for those with large SD movie collections. Heck, even Blu Ray supporters would buy them to improve their old movie collections if it offered significant improvement over their Blu Ray player upconversion. And at the same time, it would help put pressure on Blu Ray to low prices on both players and movies. As you shrink the difference in quality between upconverted DVD's and Hi def movies. it is harder to justify the big premium. With HD DVD out of the picture, Blu Ray still needs some competition to help drive down prices faster. Sony has a lot of lost millions spent to win the war to make up, so they will not help drop prices on their own.