Pretty soon Blu-Ray players will hit $99 or less. That's the next big step to making them a mass market item. It still will not get above 20-30% for a long while since only about 1/3 of households in the US have an HDTV, and not all of those purchase a blu-ray player.
At the same time more things are coming out to get in Blu-Ray's way.
1080p instant video streaming with 5.1 surround is about perfect for the majority of people's home entertainment centers, and as long as they have 8mbps internet, they are good to go! That and Netflix keeps growing, as well as downloads and On Demand offerings (many people still just rent rather than buy, because most people will only watch the movie about 3-4 times if they own it, which to me just really isn't worth it).
