If you're just walking into a Target store and looking at what they charge everyday that's pretty useless. Stop whining and shop harder.
There are AMAZING Blu-Ray disc specials in my email all the time! I'm built a collection pretty fast. Here's a few recent BD purchases:
Across the Universe $15.99, Kung Fu Hustle $10.99, Final Fantasy: The Spirits Within $10.99, 20 Million Miles to Earth $10.99, Bruce Springsteen with the Sessions Band - Live in Dublin $10.99, David Gilmour - Remember That Night - Live at the Royal Albert Hall $14.99, Reservoir Dogs $10.99, Total Recall $7.99, Stargate, $7.99, Reds, $14.95, BBC Planet Earth box $49.95
Well.... I bought a Samsung BD-P1400 for $279 last year (no tax and free shipping) and it does Dolby TrueHD. Granted it has drifted back above the $300 mark, but there are specials.
I'd think at this stage of the game, a truly entry level player with this feature set should be about $200-$225. Maybe this will get serious again in the 4th quarter when the big AV firms want to place units this holday season.
I don't do any gaming so the PS3 doesn't phase me.