I can tell you a lot of my friends have opted for the PS3 over the 360 simply because of the Blu-ray option. I do think that, on the surface at least, it makes the PS3 a very attractive option for people who are not hardcore gamers passionate about Microsoft exclusives like Gears, PGR, Halo, etc. For the many casual gamers out there not wowed by Wii and more interested in multi-platform sports games than shooters, Blu-ray does tip the scale in favor of PS3.

That said, I own a 360 and wouldn't make the switch myself. However, I do think a $100 Blu-ray add-on, while unlikely, would make a smart addition to the Xbox 360. Package it with the system and watch Christmas sales spike.