Xbox 360 HD DVD Price Drop

Hmmm, it seems that Microsoft is moving in line with Toshiba to drop the price of HD DVD players by lopping $50 off the $180 price point to a new low of $130 in the US and Canada. This makes it cheaper than the Toshiba HD-A3 standalone player that costs $150, placing it in top spot as the cheapest HD DVD device in the market (although it must be connected to an Xbox 360 to run). There is no word on whether this offer will qualify it for the 5-movie giveaway deal as at press time. A desperate firesale or stroke of genius to recapture whatever market share the HD DVD camp has lost?