Sony put the blu-ray player into PS3 for the same reason they made the PSP use UMDs (a format that is pretty much universally detested) - because they want to use their market share to push their own proprietary, non-interoperable media formats.
The trouble is, most proprietary Sony media formats suck nuts. Betamax was a failure. The minidisc was a failure. Memory sticks have only survived because Sony still have a large share of the digital camera market. Blu-ray will go the same way.
Sony as a company is only interested in furthering their own market dominance. They have no interest in giving the consumer what they want. The only problem is this quite often has the opposite effect of that intended, and consumers are alienated. Sony had a runaway success with the playstation, but PSP sales aren't as strong as they should be and I don't think the PS3 is going to fare much better.
Plus, lets be honest, the PS2 did well because it gave you the most bang for your buck. It fell at just the right point in the market - cheaper than the XBox, but just that bit more powerful than the Gamecube. Technically it wasn't all that great. Sony were also in a lucky position with licenses - they had Square and Rockstar (and GTA sold a LOT of PS2s). That's slowly starting to slip away from them now.
They're burning goodwill too fast at the moment, and when you're asking the public to spend more than the cost of a home computer on a gaming console, you NEED goodwill.
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