Even as the Blu-ray Association touts the rapid expansion and adoption of the Blu-ray format, there are concerns that the players are still priced too high for the broader market. So there are companies looking to take advantage of the low cost player market such as Memorex which intends to release its new MVBD-2510 player for $269 when it ships in November of this year. Just in time for the Christmas rush, this unit seems well positioned to further increase the Blu-ray market share compared to the common DVD.