The firmware is upgradeable, I noticed that. But that doesn't mean the profile's are upgradeable. I see one person mentioned upgrading to firmware 2.0, which I initially took to mean Profile 2.0. Then, later on, the same person mentions upgrading to firmware 4.10. Something tells me the firmware is different from the profile.

Also, quite a few people have mentioned that it's a very slow player. Some even say that it's great when it does work, but that it doesn't work very often. It looks like it's a hit or miss player. Sorry, but I just don't think that's going to cut it with John Q Public. If it doesn't work all the time everytime, they're just going to think that Blu-ray in general is broken.

I remember the hell that was raised when The Matrix came out because it wouldn't play on a lot of players. The reason is because the players weren't fully standards compliant. So all those players had to get upgraded, mostly by sending them in to the manufacturer. The same thing happened with T2 Ultimate Edition. It would lock up and restart where they're driving through the desert. The Apex I own would do that. I had to send it in for a firmware upgrade. They also ended up removing the region-changing backdoor menu, which is one of the only reasons I bought the player. I'm a pretty tech savvy person. I can imagine Joe Schmoe user taking their DVD back and complaining about how it doesn't work.