Things might be looking up for Sony. Target has announced that as of October, it will exclusively carry Blu-Ray DVD's, at least through the holiday seaosn. This could be the start of a substantial shift in Sony's favor in the format wars. Only a month ago, Blockbuster showed their support for the format by announcing their brick-and-mortar stores would be Blu-Ray exclusive. The move in October will also be backed by Sony's release of it's BDP-S300 Blu-Ray player, which retails for abou $499. At that price, we say just pick up a PS3. HD DVD is developed by Toshiba, and backed by Microsoft. While we are still in the early stages of this VHS/Betamax type format war, the shift does appear to be heading towards Blu-Ray. While HD DVD comes in either a standalone player or a pretty costly peripheral for the 360, the PS3 comes with Blu-Ray already built in. For the those of you who are thinking about spending $179 on the 360 ad-on, you might as well save that money and put it towards a PS3. The price tag doesn't look so bad when it's only $320.