Indeed! It'll be interesting to see which way things go - Sony claims a pretty overwhelming domination of the Japanese market for Blu-ray. I think it's something like over 80%. But the porn industry is big in America, so it'll be interesting to see if it causes a more even battle there between the two formats.
I've only managed to see Blu-ray in action so far, via the Samsung and a PS3. Awesome stuff, but I'm unlikely to be in the financial position any time soon to be able to get a Blu-ray player and a high def screen in order to enjoy the format at home...