People have an amazing inability to ignore what they're reading. I said the AVERAGE consumer. Does average joe have a 60" HD plasma TV? No. I believe you that the quality difference is huge. I've seen it myself, it's a noticeable difference. But for the everyman who doesn't know anything about the difference between 480P and 1080P, they're not going to upgrade based on DD 6.1 and a higher resolution. I'm also very well aware of the amount of Blu Ray releases, in fact, I was looking through them the other day. Just because companies have adopted doesn't mean consumers do. The problem with this "astounding Blu Ray adoption rate" is that Blu Ray player sales INCLUDE the PS3. Sony are pretty slippery business people, and they pull **** like that all the time. If you can find the amount of Blu Ray players sold, and subtract the amount of PS3s sold, I think it would be a VERY interesting figure. Most of the people I know with PS3s have absolutely zero interest in Blu Ray. They're of the opinion that their DVDs are still good enough. And I will be too until Blu Ray players are at a reasonable price point along with the discs. Sopranos seasons have always gone at a high price, yet Sopranos on Blu Ray is $100? That's absurd. At that price I could buy a decent upscale player and the same set on DVD. So, for now, Blu Ray is a niche market, even for those people who are aware of the advantages.