Same story as Beta v VHS. Don't want to wait until the dust settles. Have reviewed what studios are behind each format, with that said, any owners out there? Up-converting of your standard, existing DVDs,to 720p or 1080i/p, an improvement over 480p?? All reviews, thus far, have stated that the HD-DVD transfers are of higher quality; ala Home Theatre Magazine. Think I will pick up a HD-DVD this weekend; love my DirecTv HD.