XDE is upconversion, and anyone (all of us?) with DVD collections can appreciate good upconversion technology. We are happy to PAY for good upconversion technology I would think.
So, all Toshiba needs to do, is put this good upconversion technology into a good Blu-ray player, and people have some reason to buy it.
Otherwise, XDE has a long list of competing products on the market already which actively persue the DVD crowd and can take DVD (480i) to 1080p for playback for well under 100 bucks. Most do a crappy job, but Toshiba has done nothing, and mean absolutely ZERO, to inform the general public about XDE, so nobody will view this product any differently than sub $100 upconverting players.
It's already a failed product if they are trying to take on the Oppos of the world.
It's an even bigger failed product if they are trying to take on Blu-ray.
But, if they incorporate into real next gen. technologies such as Blu-ray, and license XDE to other CE manufacturers (like Faroudja does), it could be a very profitable venture for them.
Based upon their recent actions, they will not do this.