I agree, visually, they look more or less identical to me, so I don't really care which one "wins". A "war" would actually tend to bring prices down faster than if there is only one technology, so having the competition up front is actually a good thing in my book. Cost wise, in terms of media, it would seem they are selling for the same price as well, so the only savings is really on the player in terms of overall cost, and in that regard I think HD-DVD is gouging the customer a bit because they are able to produce the discs with existing equipment (same gear for DVD production) so their production cost isn't higher like BluRay which requires all new gear.