Blu-ray, some would say, is finally making waves in the industry, about to hit a second wave of euphoria thanks to Blu-ray 3D, and yet the big names in the tech world are still trying their best to slam the format against the wall.
"Blu-ray is going to be passed by as a format", claims Stephen McGill, UK Xbox boss in a recent interview with xbox360achievements.org.
When asked whether or not McGill thought a Blu-ray drive in the gaming console would add to its shelf life, the big cheese had the following to say:
"I think people may have spoken about that originally, but that's long gone. I think people now recognise what a smart decision it was to keep the pricing low, and actually Blu-ray is going to be passed by as a format. People have moved through from DVDs to digital downloads and digital streaming, so we offer full HD 1080p Blu-ray quality streaming instantly, no download, no delay. So, who needs Blu-ray?"
McGill's comments are understandable, the company has been, like Apple, pushing movie downloads via the Xbox 360, and comes at the same time Microsoft has announced it will be launching its Zune services in the UK.
The Zune offering will let you download and sync movies and music via your Xbox 360, PC and Windows Phone 7 smarpthone.
While that doesn't mean 3D Blu-ray movies for the time being, it doesn't rule out 3D movies via download either.