Have you ever heard of Amazon or price-matching ? I have never ever paid more than $27 for any HD-DVD, combo or not.
If I go to Best Buy, I bring a printout of either Target.com or Wallmart.com, whichever has the lowest price. I have yet to find any Best Buy refusing to price match.
Even better, but it requires a bit more work, buy it at BB at full price first, then go to customer service with your printout from Target or Wallmart, and they will reimburse you 110% of the difference, which will actually beat any competitor's price. Not only that, but if you're a reward zone member, you'll accumulate some points that will save you a few more cents too...
And I totally think the HD-DVD camp is missing the boat on winning this war. All they need to do is release new titles in combo only, at a competitive price (let's say $21.99 MSRP). That would insure a high penetration in millions of homes that will eventually feel the need to upgrade their DVD player once they get a HDTV and/or HD-DVD players prices go low enough. If J6P already has 20 or 30 titles in his collection that have a HD-DVD side or layer, which player do you think he will buy ?