Down to $240 on amazon. Picked one up at costco this week and I'm still not convinced that the picture is better than my regular DVD player. I don't watch many movies and haven't bought any HDDVD movies yet so I will take a little while to decide if I will keep it. The great return policy at Costco makes it easier to try things out.
It amy or may not be better than your current DVD player for standard DVDs. Put an HD DVD in it and then you will see what it's all about. Some of the online places rent HD movies if you want to give it a spin without buying software.
They changed their return policy, specifically regarding electronics, late last year so you better read up on it before assuming you can return it whenever you want for full credit. Many items are now 90 days.