I think greed is an oversimplification though; it has more to do with pride. Both sides want to be known as 'the format that won the HD war.' Sony has a score to settle after so many failed and marginal formats (Beta, MD, SACD, 8mm), and Toshiba wants to retain its crown as developer of the DVD format. Whoever has the most support wins the war, and it's looking like a deadlock @ this point.