Howard Stringer, CEO of Sony, is just as annoyed as everyone else about the rivalry that has arisen between HD DVD and Blu-ray. Speaking to an audience in New York he noted that, "it's a difficult fight". Deals such as the $99 HD DVD players being sold in US stores and Paramount's change in support from Blu-ray to HD DVD haven't helped his company's format. "We were trying to win on the merits, which we were doing for a while, until Paramount changed sides".
Interestingly Stringer went on to suggest that the battle between the two formats wasn't all that important any more and it is mostly a matter of prestige which wins now. Okay, so some of us have held that opinion for a fair while anyway, but to have the CEO of Sony, the company responsible for the development of Blu-ray (along with Pioneer), admit the fact is a, frankly, rather baffling.
Sony has invested pretty heavily in Blu-ray by using the format for its PlayStation 3. Considering the lifespan of the average console, Sony could be looking at over a decade's life in the format. Still, I have to agree with his wish that he could go back in time to the development of the two rival discs and pull them together in a unified format. For now, though, we'll just have to pick sides.