Putting the Blu-Ray into the PS3 was the smartest thing Sony could have done for themselves. It probably doesn't look like that right now, but once the prices drop and they're able to get units out into the markets and all that, and the horribly botched launch is over, things are going to look totally different. All the incompetence in the world won't kill the Playstation brand in one go, the machine is still going to sell on name alone, just maybe not as much. And every time it DOES sell, that's another Blu-Ray player on the market for Hollywood to consider. Sony stands to make a lot of money from blu-ray taking off, a lot more than they would have made with "just" a non-botched PS3 release using normal DVDs. From a business perspective, it's exactly what they "should have done". From a gamer's perspective, yeah, it sucks that the machine is basically not going to be attainable this year, and costs an arm and a leg, but that'll pass eventually. Blu-Ray was a good move.