Both sides have announced, built, and even begun selling their devices -- if you don't think the next gen optical war between HD DVD and Blu-ray for the high definition living room hasn't already begun, well, you're probably not a regular here. But just in case there was any hope that these two factions would come together and truce before too late turned into too too late, well, sorry, consider those hopes dashed; according to Panasonic CEO Kazuhiro Tsuga (pictured right heading to work) regarding unifying with HD DVD, "We are not talking and we will not talk," and that "the market will decide the winner." Just like that. You hear that Toshiba? Bring it on, they say. Man, we can't wait to start reporting all the flaming-bag-on-doorstep incidents that are so going to occur between Blu-ray and HD DVD executives.