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@ dougsdad: Okay, suppose that that is a reason why they "can't" drop the price (aside from other possible reasons, just for discussion's sake).

Why would they not be the one who wanted to gain most from the BR-standard? Who cares if the partners sell fewer units or more units?

Either they need to look after themselves and make sales, or either they have come to an agreement on the BR (depending on the pricing, the profit-division and such) and everyone can do what they please to increase their gains from it.

I doubt Sony would hold back for others' sake if they stand to suffer from it.