Introduction of Bluray in PS3 is one of the most aggressive move by Sony I believe, Currently now allmost 400,000 of PS3 consoles have sold, that means 400,000 of Bluray's, & I believe only 10% of that number will be having HD-DVD players. And all the PS 3 owners will opt for Bluray movies as they hav Bluray ROMs... so more number of movie publishers will opt for Bluray media. Sony is clear winner here in next gen DVD format wars here!! They made perfect stratergy here.. I hope it pays off.. but also integrating Bluray into PS3 is hurting Sony in terms of lesser PS3 unit productions , ..but will pays off in longer run for sure!!