Am I not a Sony consumer if I go to see a Columbia Pictures film? Am I not being removed from the equation when they offer that very same film only on their own proprietory HD format (Bluray)? If they respected their Columbia Pictures film fans, Sony would give them the opportunity to watch Sony HD content on the player of the consumer's choice. Instead, they are only offering this HD content to those who buy their proprietory format (which is touted to be the higher end) and is also much more expensive. Thus, their statement is hypocritical.