Compared to the announced MSRP at CES on a player that is on the verge of release. They did not raise the MSRP on a player that was already being retailed.
The same thing will happen with Blu-Ray (both media and hardware) that happened with VHS when JVC and Panasonic brought it on the scene and Phillips introduced the first DVD Player. Due to competition coming on the scene and theaters wanting to get into the Blu-Ray market will cause the prices to drop. Albeit not overnight like some people would like, but in a year or two prolly you'll see Blu-Ray burners for less than a hundred bucks and the media just as cheap as the current DVD format.