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I've said it from the start, they should have had Blu Ray drives as an option, not automatically built in. They could have launched the PS3 at $300 and totally dominated MS and Nintendo. The $500 price was what killed Sony's reign this gen, IMO. If I was them, I would have launched it without, and offer the periphreal attachment like the 360 did with the HD-DVD, and explain that some PS3 games would need the Blu Ray drive to play due to size.