It has been a real disappointment that Sony may have won the battle and lost the war! No doubt Blue-Ray produces a great picture, but Sony charges disk makers 1.00 per disk to use the BR logo and process! With cheap up scaling DVD plays are you getting superior picture quality and a cheap price! Most consumers can't see paying big money for limited titles when the current picture is so good! I compose in 720px480 which takes about 4gigs for an hour of high quality video on existing technology! From my side I can't see using time and resources to up scaling to Blue-Ray when the result is so good on a up scaling DVD and a new flat screen! So whats next? Will Sony make it easier for the media to spread or will they be heard headed like Beta Max and have a limited market? Is Blue-Ray going to be replaced by existing technology?