We already heard the Blu-ray Disc Association's opinion on the status of the format war and now we can look forward to Sony's marketing campaign pounding a single point home: The format war is over, Blu-ray has won, it's safe to get behind one high definition format. Forgetting for a moment that Universal Studios has not switched to supporting Blu-ray and the current availability of a dual-format player, the company is buoyed by the growing installed base of its PlayStation 3 console and a rising tide of Blu-ray disc sales. VideoBusiness reports HD DVD sales remain steady, and among standalone players still holds a slight lead in numbers. Still, there are a lot of buyers unwilling to buy into either camp and risk ending up with the equivalent of a Beta tape player. Is the format war over yet? Not really, but if Sony manages to convince consumers that it is then it becomes -- they hope -- a self fulfilling prophecy.