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From Blu-ray.com-

For those of you who frequent our web forums, you may have noticed users reporting seeing a Magnavox branded Blu-ray Disc player at local Wal-Mart stores for under $300. Sources have now confirmed that Wal-Mart will showcase the Magnavox NB500MG9 for $298 for the upcoming Memorial Day holiday, making it the cheapest Blu-ray player on the market.

The player, which is manufactured by Funai, is a BonusView (Profile v1.1) player, meaning it supports playback of picture-in-picture features found on many Blu-ray discs. The player also supports 1080p24 video output and decoding of Dolby TrueHD audio.

Best Buy will also release their own version of the player under their Insignia brand later this year for $350. No word on how these two players will differ.
http://www.blu-ray.com/news/?id=1292

external link: http://www.videobusiness.com/index.asp?layout=article&articleid=CA6561094&desc=topstory

Get ready for BD to be selling at 15 or 20% versus the piddly 6% of physical movie media thus far.  This is going to be a big big thing and hopefully I'll finally get two whole aisles of Blu-ray verus the half an aisle at my best buy. 

 

Cheers. 

 Also, the history of the PS3 has shown that when the price of the BD players move down, the PS3 will follow quickly.  When the players moved to $500, the PS3 soon went down to $500, same thing for the $400 players and PS3s.  Does this mean that a price cut is coming for the PS3?