According to this article, a sub-$200 HD DVD player from a major consumer electronics manufacturer may be just around the corner.

Toshiba hasn't made an announcement yet, but recent posts on AVS Forum by a forum member who works for Wal-Mart state that a new SKU has appeared in the Wal-Mart system for a Toshiba HDA2-W, priced at $198. It is likely that Toshiba has offered incentives to certain retailers in the past, as their second generation hardware sold for well below MSRP at certain outlets. This would mark the first time that a Toshiba branded HD DVD player sold for under $200 MSRP.

Toshiba was quick to attack pricing on their hardware, and when HD DVD was at it's weakest point, price was likely the only thing selling players. HD DVD has strengthened it's position in the last couple of months, and a $198 stand alone player from a quality manufacturer is a notable milestone.