I was sitting out the format war, leaning to HD DVD at first because of price and Toshiba, but couldn't get over BD's studio support.
The weekend the 40G PS3 hit the streets, the first ad I saw was $339 at Fry's for the unit plus "Underworld Ev" and "5th Element". Though not a gamer, I decided it was too good to pass up and at the very least I'd have a very good next-gen machince to play games on once in a while. The price turned out to be a typo, but Fry's still honored it for those of us who had lined up before the store had opened with ads in hand.