I've come to find that Sony is great at alienating their customers (maybe George Lucas is a stockholder!) by making Sony brand specific items which tries to make the whole industry accomodate them, examples include memory sticks, UMD format, and now Blu-Ray. Although Blu-ray is the better format, I think HD-DVD will win based on it's name. Even the least tech savvy person knows HD means High Definition, whereas they'll see Blu-ray and go Huh?. Just my opinion though.