Where is my option for no?
Demand is greater than Supply, so why change anything right now? You are making a healthy profit, selling more than you can provide (so no need at all for a price cut), have new hardware accessories coming out (VS), have a great line-up of games that you know will sell (first party), there just is not any need right now.
Should they being doing R&D right now? Yes, without a doubt. Be ready to use some of those massive profits to dominate for another Gen.
Since I have to pick one of the above, safe bet right now is just update it to HD (allow all games to be upscaledw + allow devs to make HD res games if they want). No need for Blue-ray (they are in the same boat as MS, why support a tech that does nothing else for you but raise costs?)
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