DisplaySearch / NPD HDTV conference out in California, and this time it's from the Blu-ray Disc Association. Andy Parsons, the BDA's chairman, told attendees that Blu-ray player and disc pricing were behaving the same way as when DVD was the hot new thing. Parsons noted that "there [wasn't] enough market volume to lower prices," adding that firms first have to "build awareness and demand for the technology" before stickers can shrink. Granted, this opens the whole "chicken before the egg" debate, with pundits asserting that awareness and demand won't build until prices are low enough to be digested by the masses. Also of note, Andy suggested that consumers still wanted something "they could hold in their hands" when asked about the threat of digital downloads, but then again, would you really expect to hear anything different?