ASDA, the Wal-Mart-owned supermarket chain in the UK, plans to start selling the Durabrand DVD player for just £9, or around $18. While DVD players have shown up during sales for under $30 in the past, often creating mini shopping crazes, this is the cheapest one we've ever seen. Durabrand has even offered dual-screen portable players for under $300. This one looks to be sold at supermarkets as a last-minute purchase item alongside gum and gossip rags, maybe bringing DVD technology to the final 80,000 (the number they plan to make) people in England who don't already have them. We have to imagine that there will be DVDs for sale right next to the units, most likely the real purpose of the cheap player. It's not the prettiest of things, but -- hey -- did we mention it's cheap?