Sony are going hard at it this time and don't want to lose like they did in the VHS Betamax war.
Down here in Australia they are giving away a PS3 free with their new HD LCD panels. I bought a 40" unit and hopefully the PS3 will turn up in a couple of weeks. I didn't care either way before but now it looks like I'm in the blue ray camp.
Bravia PS3 Promotion
They seem to be prepared to give away thousands of PS3 units (which happens to be their blue ray player) to secure the format in the hope of future earnings.
Cheers