Impact: Our take has been that Blu-ray would not be a major standout feature for the PS3 in its early years. However, as the price point of the system came down and Blu-ray gained more mass market traction we thought this could change. Now Blu-ray has a prominent presence in retail. In stores like Target there are large sections dedicated to Blu-ray with prominent signs saying these movies will play on any Blu-ray device or PlayStation 3. We think this is excellent marketing for the PlayStation 3 system. In 2010 and 2011, Blu-ray is truly a strong selling point for the PS3.