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UMDs killed at Target

The UMD movies keep on coming

but it appears that Target stores simply don't care. GamePro recently got the scoop that UMDs are now discontinued in all Target stores, as of last week. Could this be the beginning of the end of yet another one of Sony's proprietary formats? What will the death of UMD mean for Sony's other format baby, Blu-ray? And more importantly, if UMD does ultimately fail, what lessons will Sony learn? (none?)

I know I haven't bought a UMD movie in ages. Personally, I prefer not to pay an extra $10 for a movie that doesn't come with extras and only plays on a single device. I think a majority of Target customers PSP owners share the same opinion.