I have been reading on the net and forums like this that the hd-dvd player owners are playing defensive after the demise of HD-DVD format. In the slickdeals forum, they are eager to prove to others that they did not lose money from buying a player from Wal-mart at cheap prices with free movies.
As for me, I bought my A35 on December 26 to replace my (perfectly working) Panasonic DVD player S97 as well as watch newer movies in high definition. I can tell you that the third generation player like A35 has much better color than my older DVD player.
May be the blu-camp was right from the beginning charging high prices for their players.