A lower price PS3 = Complete BlueRay dominence. How can Sony do it?

[Renar]

Is there something more that Sony can do to the PS3 to give it a lower price faster and thus get BlueRay to be the single format over HD DVD?

I see where going with the 40G, no backwards capability, helps Sony to lower the price.  While others say that they can't/shouldn't drop the PS3 price, what current feature would you be willing to give up, for a cheaper PS3 even sooner? 

And, in your opinion, how much should Sony be willing to sell below cost to get BR as the acknowledged HD format?