Success of a disk based system is pretty important for Walmart. To that end, Blu Ray has a powerful ally here. However, I seem to recall that the Samsung Blu Ray player could be had for around $275 for until Jan of this year and you got a bunch of free disks. I am not sure why the Magnvox will bring in more new buyers at a faster rate than Samsung did. But for existing owners, having a place with ongoing $15 Blu Ray titles will be a huge boost in my opinion.
I am guessing Walmart will do 9.99 title sales and $99 players soon.