I just did the Amazon Price match by phone. Since their own price has risen back to $179 from from $159 it was at sunrise this morning, they will only price match back down to the CURRENT price, NOT the lowest price it has been in the last 24 hours. SO it is also crucial to to time your phone call/email correctly! As a help for those who wish to do the price match, I webt to "MyAccount", then down to the VERY bottom of the page to "Visit our Help Department". The price match FAQ is on the middle of this page, and the contact link is in a box on the right Hand side. Click the button "Customer Service" and you get a page with three tabs, "express", "email", and "phone". I clicked on phone, they popped up a dialog box to ask fro your phone number. After entering my number they called ME (saves long distances fees, and could mean free incoming minutes on some cell phones!) and the phone rang immediately, some automated stuff, then a live friendly person in under a minute.
As for whether or not a second free 10 movies for a second machine purchase, remember this. The studios want to 'prime the pump' and get people started in the new format(s) and building libraries, or replacing old ones!, instead of sticking with what they already have. Many people will chose not to buy ANY hi def players or disks, and therefor not create a market. In that regard, once a "household" as _a_ player, buying additional players, or upgrading initial ones has no benefit to the studios in terms of breaking that log jam, you have already made the leap. And so if the studios are subsidizing this deal with Toshiba, so that Toshiba can get players 'in the door', and then the studios can sell follow on product, I can see why they do not want to give the store away a second time when the benefit to them is clearly gone.
But if you are giving the additional players away as gifts, and list the new location for the rebate, they are still getting what they want with a new household 'infected' with high-def-itise!