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Sonys primary objective is probably to instice family of buying PS3 + move instead of a blu ray player only. In a couple of years, blu-ray will be the default format as is DVD now, most family will get one. Some persons dont seem to understand that there is still a lot of consumers to go and grab, casual players can be any of the millions of citizen that can purchase a 300$ blu-ray and casual gaming platform. Because of the growing interest in blu-ray, 3d and motion gaming it is improbable to fail.