i'd hit it for 399
(ok, maybe 299)
but not at 499.
i'm not THAT excited to see "DTS-HD" on my receiver display
You can see DTS-HD on your player for $99 or less in the form of a used/refurb'd Samsung BD-P1400 or for a little bit more one of the Funai clones.
This player is for people who either want a universal (sans HD DVD) player, want killer upscaling (not to be dismissed) or NEED multichannel analog outputs. For the multichannel crowd that want internal DTS-HD MA decoding, the only other choices are much pricier Denon, Pioneer, Marantz and Cambridge Audio systems or the Panny DMP-BD55. (The Samsung BD-P25xx does not internally decode DTS-HD MA)
I am definitely no Oppo or Blu-Ray cheerleader, but I don't think the price is out of line at all.
Here's its 7.1 multichannel analog output competition:
Oppo player -- SACD/DVD-A? playback, nonpareil SD DVD playback
Panny DMP-BD 55 -- fast loading (for a standalone), decent SD DVD performance, relatively bug free (for a standalone) operation, DIVX playback
Samsung BD-P25xx -- NO DTS-HD HR/MA internal decoding, EXCELLENT upscaling via Reon, Netflix bitstreaming, questionable DACs
Sony BDP-S550 -- DTS-HD MA decoding after firmware update?, questionable SD DVD performance
Denon/Marantz -- profile 1.1 only, $2k, EXCELLENT upscaling via Realta, still doesn't internally decode DD+ (A $99 Toshiba HD-A2 could do this last year!)
Denon -- $4k, SACD/DVD-A, EXCELLENT upscaling
Pioneer -- profile 1.1 only, $800, reportedly good upscaling
Yamaha -- profile 1.1 only, $1000
Onkyo -- profile 1.1 only, no DTS-HD MA decoding?, $800
Panny DMP-BD10AK -- profile 1.0, sloooooooow, HORRIBLE SD DVD upscaling, plays DVD-A's, no DTS-HD MA decoding, cheap...about $100 used on e-bay