Hidef in sunday ads exploding

[buckshot]

i walked out to get my sunday paper like any other day. i went through and discarded all the home and garden sections, and all the ads i don't like leaving the comics section, business, front page, and insight. along with the ads for CC, BBuy, frys and target.

something interesting about all the ads i keep. every one of them features hidef discs prominently. Bbuy's front page featured a ps3 spidey 3 blu ray and a sony hdtv. inside there were numerous pages inside with blu rays on them. one with hd dvds on it (though there were more hd dvds than blus on that page). ciruit city had a half page with a bunch of blu rays and a ps3 on the cover again. target has a deal where you buy cars and ratatouille on blu and get $10 gift card. frys had their usual little section at the top with what is coming out on tuesday which showed ratatouille on dvd and bd, tomorrow the frys ad will probably have cars and ratatouille. the one thing that every ad had was an obnoxious amount of hidef discs in all of them. is this the build up to the final battle at xmas '07? both companies pulling out all the stops to try to land a death blow against the other to woooo warner and end this?