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Being "consumer friendly" is all subjective. HD DVD doesn't have region coding. Yeah, that's somewhat consumer friendly, but most BDs are all-region as well. HD DVD has less DRM, but that's only consumer friendly to the illegal guys.

In some ways, HD DVD is very unfriendly to the consumer. Convincing a studio to go HD DVD exclusive out of the blue was just wrong. I had Transformers pre-ordered on BD, only to receive an e-mail from Amazon stating, "We are sorry, but this product has been removed by the manufacturer." That's real consumer friendly. If they had given us a little warning, maybe saying, "All movies after ____ will now be HD DVD only," and fulfilled all existing orders, it wouldn't have been near as bad.