Onkyo didn't officially drop HD-DVD until Toshiba's announcement. They had every intention of releasing their high end HD-DVD player, but Toshiba kept dropping the price points, so those players never made it into retail channels (at least in North America). Toshiba's strategy of taking on loss on each HD-DVD player in hopes of growing market share basically ensured that they would go it alone. Unlike Toshiba, Onkyo had no incentive to treat HD-DVD players as loss leaders.