Nay, not funny... hilarious. I've seen numerous people come on to this forum, stating that they're first time mac buyers, and asking the same question over and over again... "How much will a Blu-Ray Drive player cost?" BAAAAAAAHAHAHAHAHAAAAAAAAAAA!!!!!!!!!!!!!!! Hilarious. Truly a series of gems. Silly Apple converts... Our god, Steve Jobs, doesn't believe in Blu-Ray. He considers it sacrilegious to use Blu-Ray instead of his inferior quality iTunes. So he refuses to even give his followers the OPTION of a Blu-Ray drive. Sorry, but DVD hasn't been around for that long, and it's being replaced. To insist that Blu-Ray is just a fad is a poor marketing decision on Jobs' part. As poor as saying that the USB Flash Drive will NEVER replace our beloved 3.5" floppy disks. No, it's just infinitely more storage space and a better product that doesn't break open when you accidentally apply a bit of physical pressure to it. It'll NEVER catch on. Apple, Apple, Apple... Two options have ye, Apple... to save your FAILING reputation... 1. Implement Blu-Ray. Like it or not, Blu-Ray isn't going to disappear overnight, regardless of how many times you say it will. You've been saying that since the day it came out, and it's not gone yet. In fact, sales have gone UP, and licensing has gotten easier and cheaper. 2. If you really don't want Blu-Ray, then do the following: First, remove your company reps from the Blu-Ray board of directors. Second, increase your movies to FULL 1080p HD content. No more of this 720p crap. Third, find a way to significantly up the bandwidth so that movies of such magnitude can be downloaded in a timely manner. Fourth, advocate the usage of USB 3.0 and perhaps even start selling 1080p HD movies on USB flash drives. If you're really THAT much against the idea of optical media, then start using Flash Drives for movies instead. 1080p FULL HD movies, did I mention that? Oh, and a third option... though somewhat mandatory... Stop disappointing poor greenhorns who are newbies to the world of Apple, and telling them, Sorry, no Blu-Ray allowed on our precious machines.