Can we just kill this straw man argument please? That Apple has sold lots of macs is great. But it doesn't mean they wouldn't have sold more with Blu-ray support, or less without... I dunno, magsafe connectors for example. We just don't know. We can only guess.
Personally, I think if Apple offered the software and hardware as options where the entire cost + some profit was passed on to any consumer who wanted to pay it I think they'd sell a few more Macs. Not a huge number more, but more.
I for one would have bought my newest Mac sooner if they'd had Blu-ray support 3 years ago. Apple lost out on some of my money largely due to their needlessly obstinate position on the issue. Assuming I keep buying macs, I might well buy one fewer than I would have done before I die. Not only that though, because frankly they've irritated me about it so much that I am predisposed to just boycotting movies on the iTunes store forever now (even if they matched BD quality/value/accessibility tomorrow), out of contrariness, on principle. And I'll probably end up spending over £100 on a BD-RW drive and a retail Windows 7 disc at some point, that I would have far rather spent on the App store, or towards another Apple product.
If all this really is about is trying to prematurely pump up iTunes movie sales I call it an own goal.
The point is, there are lots of Mac users who like their macs, like OS X, but also love Blu-ray discs. If I can't get one of my favourite channels on TV because the radio station is blocking it for negative reasons I would not ditch the TV and only listen to the radio, but I can still wish the TV had my favourite channel.
If I was in the desert and gasping for water I would not complain that the water I was given was warm and tasted bad to the point where I wouldn't drink it. But I could still wish I had a cool bottle of fresh and clean mineral water instead.
And if wanted a blue car and all they had were red ones, green ones, yellow ones and black ones I wouldn't decide I'd buy a boat instead. But I'd still want to paint it blue the first chance I got. I don't care that the manufacturer doesn't like blue because they don't get paid 30% for the dyes like they do for the other colours. In fact I'd happily pay the extra if it came in blue. Just stop telling me what colour my car has to be! I know you can paint it blue if you wanted to! I bet you even have the paint sitting in the back room just in case!
OK, enough analogies. Apple is selling record numbers of macs. That's great. It doesn't really affect any of the substantive arguments for Blu-ray support though.