Digital Home Thoughts: I Can Pre-Order the Sony BDPS1 Blu-ray Disc Player...

I was looking at Sony Canada's Web site today, and I saw that they were promoting a pre-order on their new BDPS1 Blu-ray player - for a mere $1299 CAD (about $1140 USD). Who are they kidding anyway? I realize that the Sony brand name always has a higher price tag, but when I look at the fact that Best Buy is selling the second-generation Toshiba HD-DVD player for $599 CAD (about $527 USD), the PS3 gives you Blu-ray for $549 CAD, and that Xbox 360 owners like myself got into HD-DVD for $199 CAD...who's going to buy the $1300 Sony Blu-ray player? The market of Sony aficionados is getting smaller every year, and I don't think there are enough of them left to buy many of these.