i finally get it.

[Elandyll]

No, it seems to me their strategy is to get people excited about a HD player at $99 (or $169 for BF A3), get them to the store with buying HD DVD in mind, and then operate a Bait and Switch because they know they do not have large numbers in stock at this price.
At this point, they are counting on the customer saying, "ah well, it's out of stock. I really want a HD player though, and that one is supposedly "better" at $199/$299. It's only $$ more, screw that, I'm getting it."

Classic large retail store bait and switch tactic.

Now, I hope they get called on it, and that it comes right back to bite em where it hurts, with people p'offed and buying PS3's or BDS300 instead.