It's just greed. Sony's been the market leader in a couple of segments for so long that they're gotten an inflated idea about their status in the market.
The next logical step for them would be to secure more market dominance, which they could do by being the proprietor of a technology that replaces something else as the mainstream.
Thus all their attempts at new formats, to try and control an entire market.
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HT:
LG 60PG70
Winegard Squareshooter UHF Antenna
Denon AVR-1909 7.1 Receiver - New Toy 
Polk CSi3 Centre
Technics SB-A16 Fronts (10" Woofers)
Aiwa SX-AV900 Rears
Viewsat Ultra FTA Receiver
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Blu-ray Movies - 140 and counting
Detailed movie list at DVD Aficionado.
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Gaming:
Xbox 360 - "RE" Elite - Jasper - 18 Games
Playstation 3 - 60gb - 2 Games
PSN ID: Larcenous1
Gamertag: Bausko
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