Due to revenue generated by standard DVD's plateauing, studios are uniting behind Blu-ray to hopefully spur mass adoption, stores like Best Buy are beefing up their Blu-ray displays, and studios are tinkering around with the BD-Live discs.
With the holiday shopping season coming, they are hoping this will yield a huge fourth quarter for Blu-ray. The biggest rival Blu-ray has at the moment is "up-converting" DVD players. Until Blu-ray hardware prices fall considerably, this thorn will remain in the side of Sony (Blu-ray).
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