I have no idea how they're doing this, but I saw this deal at MacMall while browsing through Cnet reviews yesterday:
http://www.macmall.com/macmall/shop/detail~price~107~Redir~1~dpno~7529079.asp
A frickin' BD-Live ready Sony Blu-ray Disc player for under $200!! It's the BDP-S350 if you need the model. My dad bought an older model pre-BD-Live Sony that works pretty well (aside from slow load times). This isn't the best model you can get, but it's a Sony for less than $200.
http://www.macmall.com/macmall/shop/detail~price~107~Redir~1~dpno~7529079.asp
A frickin' BD-Live ready Sony Blu-ray Disc player for under $200!! It's the BDP-S350 if you need the model. My dad bought an older model pre-BD-Live Sony that works pretty well (aside from slow load times). This isn't the best model you can get, but it's a Sony for less than $200.