Certainly FOX being on Blu-ray is also helping the cause, but, it's not like they've released their top titles on the format yet. Neither has Disney for that matter, I suppose, but, with both studios backing Blu-ray, there is an expectation that both will release their top titles on the format at some point in the near future. Star Wars, Indiana Jones, Toy Story, Finding Nimo, Aladdin, etc, etc, etc. That's a pretty big enticement to those with kids as to which format to choose. And for the parents, as well, who want things like Predator(GRIN), Aliens, ID4, and all the other Fox titles. Add Sony in the mix(cough cough) and you have a compelling format with titles. HD DVD has some good titles to be sure, but, nowhere's near the draw of Blu-ray.