And then he would get cake from hot chicks wearing red. Granted, that would impact my opinion no doubt, but their opinion is one format only. Logically, studio support and bitrate does matter. Low cost of players matters as well. But when you think about it, less than 1% of the population even knows what in the hell these discs are. Neither side are selling discs. Something has got to give or you will all be paying Microsoft for 720p movies with basic 5.1 sound to download. Or worse...Comcast. Don't get upset that somebody takes a stand. Obviously you guys did, and I am sure the reasons are valid, but a $299 Toshiba paper weight is still just that; it will just hurt much less than a $1,000 Pioneer one.