I've got two large Supercenters close to me within 5 miles and it's really tough to find the titles at both places. At one location, there's a small random stack of HD DVDs and Blu Ray titles on a discounted DVD shelf near the Musica Latina cd section; they're in a vertical pile on the lowest shelf about 6 inches from the floor. I had to REALLY look hard through the electronics section to find these. The Other Wal Mart only had a few older titles like Apollo 13 and Serenity and were simiarly hard to find. Saw 1 RCA HD-DVD player for $448 at both locations on the bottom shelf of the dvd players aisle of electronics (no Blu Ray at either). Again, nearly impossible to notice unless you're really looking for it like I was. Are the titles and players this obscured at your local Wal Mart(s)? They're going to have to do a lot better than this to launch a format as BestBuy and Circuit City are not where most people here and Middle America go to buy movies.