For the uniformed(and one did just join this thread) the cell processor this player uses, though smaller and less powerful, is pretty close to the cell used in the PS3. Kjack, a bluray insider who's company programs that chip for Toshiba says they are losing money on every player that incorporates that chip when the player is priced at $150. If the player was priced closer to $225, it would make a small profit. Now their are certain peabrained individuals that I once told that Toshiba was losing money on each HD DVD player, but he declined to believe me then. Now that Toshiba has report a $950 million dollar loss on HD DVD operations, that fool still does not believe that Toshiba would launch a money losing operation. I guess when you only have a peabrain to work with, grasping simple economics might just be a little tough. Especially when that little peabrain is still chewing on state of the art upscaling of DVD as a major function of a HD movie player. {sarcasm off}