Apparently Target's claim that they were "not proclaiming one format vs. the other as the preferred consumer technology
" didn't resonate quickly enough to slow the "Target is going Blu-ray exclusive ZOMG" shockwave around the world yesterday. The HD DVD PR team sent us a statement from Universal Studios VP Ken Graffeo stating the deal amounted only to an "end cap" purchased by Sony putting its BDP-S300 in stores. Meanwhile Toshiba's HD DVD player will remain in Target's website, just as the Xbox 360 HD DVD add-on and HD DVD movies will stay in Target stores, they appear to have been rather unceremoniously dropped by smaller regional chain BJ's Wholesale Club, according to VideoBusiness
. No official word from the chain itself, but the usual "sources" from the retailer and several Hollywood studios indicated all 170 stores would be Blu-ray only by the fourth quarter. Just like the BDA's CES victory proclamation
, this likely isn't the end... just yet.