It is really difficult to say. Hi-tech era has often lose drive because of costs. I think we could have better technologies than it should be now. But as a consumer (I don’t hate Sony, I quite like it though), I would prefer cheaper but still reasonable storage like HD-DVD. For example, Memory Stick, which is proprietary to Sony, not many devices would allow Memory stick, but Sony’s devices. It doesn’t sell as well like Compact Flash/SD. So I think Blu-Ray (I really preferred to use it) would sell more expensive all the time when comparing to HD-DVD, like it is now with Memory Stick vs Compact Flash/SD. So in the end, I predict HD-DVD would be cheaper than Blu-ray. Unification is good to consumers (as most consumers are simple minded who doesn’t want to know about “formats”), they don’t have to know the technology behind and they don’t have to make a decision for which format to buy. All they want is just the movies, who care in what format. “Formats” are confusing to most people (like those who doesn’t read CD Freaks!). And I think these people are the majority. Unification is good.