They did the same thing when the BD30 and BD50 were discontinued, and those models were also discontinued very shortly after they were released as well. My guess is there is a change in a chipset or something similar that does not necessarly change the feature set of the player, but is big enough to warrant a model number change, since I haven't heard of new features coming out or even heard anyone confirm that there are new models coming (there must be though). Could also be that they have reduced the cost of production and to get that into volume manufacturing, they release a new model.