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Mr Puggsly said:

Sony could probably afford to lose money on PS4 hardware, I just don't think that's something they wanna do.
They apparently didn't even want to pay for UHD support.

There is no need for them to subsidize the hardware in order to include UHD BR support, do you think MS is subsidizing XBone S?
Kerotan introduced the claim that UHD BR would be expensive requiring either subsidies or significantly raising the price,
but whenever asked for specifics on part prices to back that up, simply never responds to the issue.  Sure sign of confidence there.

As other posters have already referenced, simply looking at part prices for PC BR drives shows the price difference to be negligible (~$10 single unit).
(and Sony would not only have large volume, at-production-cost pricing, being a producer, but doesn't need to pay licence fees either)
So without needing to subsidize it at all, we are at most talking about a $5 price increase, which would not affect sales #s.