Low sales of HD-DVD and Blu-Ray players were previously believed to be due to the fact that customers were waiting for one format to dominate the market. However, after the format wars ended and Blu-Ray was the only option left standing, sales failed to surge. Consumers haven’t taken an interest in Blu-Ray to date and studies indicate that they’re not going to do so anytime this year. This appears to be due to a lack of availability of the players in stores, lack of marketing by Blu-Ray and price concerns by consumers. In an effort to gain the attention of customers, new Blu-Ray machines will incorporate additional features including interactive web connection services. However, analysts say to hold off on buying a machine because the price should drop by approximately $450 by late 2009 when it is believed the technology will finally take off.