@Joe80, Everyone already involved in Blu-Ray would benefit too as direct Microsoft support for Blu-Ray would put more momentum into consumer adoption of the format. Sony would benefit somewhat from that, but not a whole ton as they would not get the manufacturing license for the 360 Blu-Ray drive and they have other competitors in the areas you mentioned.
Overall, Microsoft adding internal Blu-Ray to the 360 would 100% beneficial to the Blu-Ray format. And I don't see that it would do anything other than help 360 sales by tapping into the market of people looking for cheap Blu-Ray players (prices have not been declining much anymore with the lack of competition from HD-DVD, but a Blu-Ray 360 would bring more direct price competition between the PS3 and 360 - leading to lower Blu-Ray player prices overall).
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Everyone already involved in Blu-Ray would benefit too as direct Microsoft support for Blu-Ray would put more momentum into consumer adoption of the format. Sony would benefit somewhat from that, but not a whole ton as they would not get the manufacturing license for the 360 Blu-Ray drive and they have other competitors in the areas you mentioned.
Overall, Microsoft adding internal Blu-Ray to the 360 would 100% beneficial to the Blu-Ray format. And I don't see that it would do anything other than help 360 sales by tapping into the market of people looking for cheap Blu-Ray players (prices have not been declining much anymore with the lack of competition from HD-DVD, but a Blu-Ray 360 would bring more direct price competition between the PS3 and 360 - leading to lower Blu-Ray player prices overall).