According to the Reuters article, HDTV owners are not willing to spend more than $200 on a hi def player.
Let me get this straight. They'll spend c. $2000 on a display, but they're unwilling to spend 10% of that to view the the hi def content the display was designed for? Surely, many HDTV owners have spent at least $200 to upgrade their dish/cable hardware and subscription tiers to view HD broadcasts.
I don't think price is the issue. It is not for me. The format war is what makes me hesitate. It's not the $300 cost of a player that stops me, it's spending $300 on a player for which no new titles will be published a year from now if I choose the wrong one.
It's also the bleeding edge of the technology that scares me off. If I bought one last Christmas, I'd be kicking myself for missing out on Deep Color, or TrueHD. And next year, when HDMI 1.4 comes out that supports, I don't know, 3D, and deeper color, and olfactory stimulus, I'll be wishing I'd waited. I guess that is the nature of technology, but a possible "loser" in the format war is what makes me, and I'm sure many others, content to wait. Not money. I mean, for the uninformed Big Box shopper, they'll spend $200 on a wall mount, $100 on monstercable and another $200 for someone to mount it and hide the wires in the wall. Price is not the problem.