The more I think about it, I think BlueRay could bring down Sony all together especially if it ruins their PlayStation 3 plan. The thing is that Sony must be thinking BlueRay will take over DVD, but from the history, it looks closer to be SuperAudioCD than CD that took over tapes and vinyl records. The upgrade is rather incremental, and existing format is too cheap to replaced. Consider this: there were a half dozen proposed replacements for floppy disks, and thumb drive was the one with 1000times the space. CDs are finally being replaced, not by DVD-audio or SACD, but by iPod with 40 times the space with 300 CDs.