Marketing for HDTV makers and retailers are pushing HDTV hard. But if you look at the percentages of homes with HDTV in the US and the current market growth rate, you will see that adoption is going at a snails pace at best. It has been said that at current rates, it will take 20 to 30 years for over 60% of US households to have HDTV. They are simply too expenive for most people to own, and others don't think the difference is worth the cost. Color TV adoption in the 50's-60's was at a faster rate than HDTV. So the market may be going that way, but the rate so slow that it won't help bring HD-DVD/blu ray up with it.