And apparently, they have a plan. That idea is a bit dubious given the haphazard nature of the HD DVD US and Japan launch so far, but according to an executive from Toshiba UK, it is all under control. For the first six months they will concentrate on the typical early adopter crowd, after which they feel there will be enough available content to advertise towards mass market consumers, that HD DVD is the best way to watch the latest movies. This strategy may explain some of the questions we've had concerning their US launch, the scarcity of TV ads and the slow pace of content availability.
Blu-ray is apparently launching in Europe this fall, it will be interesting to see who has titles on shelves first in that market.