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dallas said:
Sony should just go for broke, and sponsor a price cut below the $399 toshiba model. I keep saying it, but the $2-$4 liscencing fees that come from each BR DVD sold, will have no work involved. Its all gravy, and sony doesn't need no diet.

If they did that all the other hardware companies on board with BR would jump ship and Sony would wind up with Betamax 2.0. Samsung has already fired a warning at Sony by announcing the hybrid BR/HD-DVD player.