Here's the thing. With many recent purchases etc. My wife is dead against me spending any money on pretty much anything. I have convinced her to allow me to purchase a new blu-ray player by selling my Xbox 360 and games. This is gonna put me in the market for a new blu-ray player, but I'm trying to find a good deal on one. At one time Best Buy had sonys for $300, but now it looks like they're $400. I don't want to buy a used one, that much I know. What Brand should I look to for the cheapest available, and also, what do I need to know about having to upgrade software etc? My T.V. has HDMI, but it's only 720P, but I'm sure a Blu-Ray will still be a big jump over the standard Def. I'm getting (420P via component cables) now, and I am anxious to see the upconverting capabilities of these new machines......

I'm going to keep my eye out at Best Buy for an open box, etc. but anyone have any players to stay away from, or ones I should seriously look at?

thanks!
JP