Izveštaji iz SAD pokazali su da su četiri nedelje nakon što se Toshiba povukla iz HD DVD formata cene Blu-ray plejera porasle, nasuprot očekivanju da će opasti. Prosečna cena u januaru za deset najprodavanijih Blu-ray plejera iznosi 467 dolara, dok je u februaru cena skočila na 604 dolara. Još uvek nema izveštaja o rastu cena u Velikoj Britaniji, mada očekivanja govore da će Britanci takođe ispratiti trend porasta cena.
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