Look, it's a great format, and I certainly try to rent Blu-ray (from Netflix) and buy Blu-ray discs in the rare cases where I'm buying. I'm even upgrading a few discs from DVD to Blu-ray: Groundhog Day is coming out on Blu-ray on January 27! We watch that one at least annually. When Star Wars comes out on Blu-ray, yeah, I'll buy it yet again even though the DVD is pristine. The thing is, even CNET admits that the only reason a consumer would buy Blu-ray is for picture quality, and, I'm sorry, that's not a good reason for most consumers to upgrade. Upsampled DVD looks very good on nearly any television - even big HDTV sets. Move to a projector/screen combination, and the difference becomes obvious -- which is why I'm renting/buying Blu-ray discs myelf -- but no matter how inexpensive 1080p projectors get, that's still a niche market because projectors require setup and light control. DVD player penetration is pretty high (80%), and there's just no reason to upgrade even when you add an HDTV to the equation.