Ultimately, it seems like the format war is going to come down to the fourth quarter.

In a story from Video Business, it looks like Toshiba is planning to bring out their "third-generation HD-DVD players, all priced at less than $500, this October."

The players they are offering will be "the HD-A3 priced at $299, the HD-A30 priced at $399 and the top-line HD A-35 for $499."

According to one retailer, "Toshiba plans to offer promotional pricing sporadically in the fourth quarter, which will drop prices to $199 to further drive sales."