Microsoft has responded to the discontinuation of the HD-DVD format by predictably slinging its Xbox 360 add-on in the bin.
It will stop production on its HD-DVD player immediately, but continue to provide product and warranty support to those of you who already have one.
"As a result of recent decisions made by Toshiba, Hollywood studios, and retailers, Microsoft plans to withdraw from HD-DVD," read the Microsoft statement, having a belated dig at those 'responsible' for its demise.
"Xbox will no longer manufacture new HD-DVD players for the Xbox 360, but we will continue to provide standard product and warranty support for all Xbox 360 HD DVD Players in the market."
Predictably, then, the price of the add-on has dropped significantly: Amazon has probably the best deal around at GBP 64.99. We expect the not-to-be-sniffed-at catalogue of films to tumble in cost, too.
However, Microsoft seems unperturbed, supporting suggestions it only ever championed the high-definition disc format to promote consumer indecision while it perfected digital distribution.
"As we stated earlier, we do not believe this decision will have any material impact on the Xbox 360 platform or our position in the marketplace," the statement continued.
"HD-DVD is one of the several ways we offer a high definition experience to consumers and we will continue to give consumers the choice to enjoy digital distribution of high definition movies and TV shows directly to their living room, along with playback of the DVD movies they already own.
Microsoft recently unveiled a fresh deal with Paramount to offer its old and new catalogue on Live Video Store. Transfomers was the first of those made available, with plenty more heading our way.
The films cost 250 Points (GBP 2.13 / EUR 3) for standard definition, and 380 Points (GBP 3.23 / EUR 4.56) for high definition.