With the format war being a distant memory in the minds of high-power retail execs, it's really no shock to hear of brick-and-mortar outlets shifting floor space towards Blu-ray. Sure, the high-def format still has quite aways to go before it begins to dominate DVD, but reports are already flowing in suggesting that Borders and Target are embracing the future. Reportedly, a couple of Target stores in Los Angeles increased BD facings from 60 to 90 since January, and we're also told that each Borders location "will feature at least one bay or rack fixture full of BD titles on one side," with larger stores having up to three. We'll admit -- Blu-ray player pricing is still well above where the general public wants it to be, but getting Blu-ray out in front on consumers is a surefire way to pull attention towards the medium.

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