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A bigger deal--and potential justification of the DMP-BD10's price premium--is the fact that Panasonic is promising a free firmware upgrade that will enable the player to decode the latest and greatest high-fidelity Blu-ray soundtracks, DTS-HD, and Dolby TrueHD.
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Why is the article trumpeting one free firmware upgrade as a big deal that justifies the price tag? Toshiba routinely makes firmware upgrades available, at 1/3 the price.