FDV jumps on the bandwagon

A newcomer is coming to add up to the confusion of next-gen storage media. Its name? FDV. This one doesn't play the innovation card, but tries to capitalize on the old-style red laser technology, which is currently used in DVDs.
FDV allows to store up to 11GB on a dual layer disc, around 2hrs of HD 1920x1080 video in WMV HD or IMAX.
If total storage is lagging behind blue laser based products, all the coponents are already available and their price has been driven down by the volumes needed for current DVD drives. Production should start quickly, but there is one problem remaining: convincing content owners to publish their products on yet another media, when the war between blu-ray and HD-DVD is already raging...
Good luck FDV.