OP here-the BD player for $49 won't be a top of the line player, but just as most people are looking for basic dvd players, another segment of the market, will be looking for a way to get into BD with a cheap player. I myself have all of the players I need, and will be scoping for media deals this year. But since 2007, when I chose to buy into BD, it's been great to see more pricing aggresion on players & movies. We'll see what they cook up. I am guessing it will be a Curtes Mathes (which can be made region free and was recently $99 at Target), a Magnavox, or an Insignia.