A Price war with Blu-ray - finally

Until now, the price and the scarcity of the components, primarily of the blue-purple lasers, made the competition between the manufacturers of Blu-ray products somewhat timid.
However this segment is now taking off and many makers want to make a strong impression quickly.
Thus BenQ has just announced a significant fall, by 33%, price of its Blu-ray readers for desktop machines and now sell it for $120. They must market it under the psychological barrier of $100 during the second quarter.
This fall is the response of this manufacturer to the announcement by Pioneer last week.
With these prices, many computers should soon integrate, or at least propose as an option, such readers. We should also get this right when Apple regulates its problems of software reading of Blu-ray with the AACS.