The format war has been ongoing for over a year, and despite the fact there is no clear winner, Blu-ray has gone so far as issuing press releases in the past to declare itself victorious.
But it seems Sony has now realized it's not in the ring with a push-over, and winning the format war is not going to be as simple as the cocky Blu-ray camp has boasted it to be.
Going into the all-important holiday season, Toshiba has been hawking its players for as low as $200 in the U.S., while the cheapest Blu-ray players are twice as much.
Furthermore, Sony seems to be suffering from, er, Blu-balls, after Paramount Pictures announced it was going to put out to HD DVD exclusively.
