Like any other new technology, buying a Blue Ray DVD player and Blue Ray movies is expensive, but that's typical, really, of any cutting-edge technology. First generation adopters are going to pay a premium for the new technologies that they purchase, and for the content that goes along with it. That's one reason that I feel Blue Ray movies and the Blue Ray DVD player will never get that popular until they come down in price. Fortunately, some smart people over at the Best Buy chain must be thinking along similar lines because at the same time that Best Buy is moving to get the HD-DVD format movies and players off their shelves, they are making a massive push to bring down the costs of both the Blue Ray DVD player and the Blue Ray movies you need to get the most out of that next generation player. Even though a Blue Ray DVD player will still cost you around $399, unless you happen to hit the right sale, Best Buy is sensibly marking down many $29.99 Blue Ray movies to a more reasonable $19.99, which is more or less on par with what many new regular DVD movies would cost you. I still think that the Blue Ray DVD player is over-priced, but I'm sure that prices on those will continue to fall until they're only around $200 to $100, and then they'll really take off in terms of sales. It will be interesting to see what happens.