This is just business. It has nothing to do whether or not BB execs think BR is a 'superior format'. Only technology zealots are concerned with the details of storage capacity. We may not be privy to the true details of BB's decision, but I suspect it had a great deal more to do with an unexpected call from a very smart Sony exec who looked for an 'in' into the American market. That being said though, this is a potential deathblow to the HD DVD format and I think that's sad because actually, the longer this war goes on, the more prices will be driven down by competition. If Sony is locked in early as the winner, then people will have no other choice but to buy an expensive player and the fact that people have been cheering about that scenario since day one makes me question the intelligence of consumer electronics enthusiasts.