An attach rate of .7 is not .7 percent. It's point 7. Point 7 times 1,000,000 yields 700,000. The only sales figures we've seen note about 700,000 high def discs sold in each format. So if you figure about a million PS3s sold at the time, and a much smaller number of dedicated BD players, you can SWAG an attach rate of .7
Attach Rate is the rate by which support programs are sold with, or “attached” to, the sale of products.
They are simply saying (claiming) that people buy more movies
with the HD-DVD player, as in,
at the same time that they are buying the player. It's obvious Blu-ray buyers are mostly buying their movies later. Hardly a big surprise. Sales price enters into it, but also many were bought intending to be resold, and many, many, were no doubt bought as gifts. A high "attach rate" is usually good, but not definitive. And is sometimes misleading.
Absolute sales figures mean a lot. We've only seen the one. And those figures are not so high as to indicate the market is large enough at this time to support "picking the winner." Sales rates, as in 2 to 1, are good indicators of the future. But those rates must be sustained for many months for the absolute sales figures to grow to the point where there is anything like a "critical mass" to indicate a winner. When they sell a million a month, it's interesting. When they sell ten million a month, it's probably over with.