Barely a month after lowering the price of a Blu-ray player to $128, Wal-Mart has gone further and rolled back the price of the
Magnavox NB530MGX (initially $168) to $98. For reference, this is a BonusView (Profile 1.1) player, which supports 1080p (60p and 24p) video, Dolby TrueHD and DTS-HD Master Audio bitstreaming and DVD upconversion. It is manufactured by Funai.
This is a very interesting option for those who are looking for an inexpensive Blu-ray player and for whom the lack of BD-Live support isn't a deal breaker.
Nevertheless, the historical honor of first offering a BD player for under $100 belongs to hypermarket chain Meijer, which
in June briefly offered a Curtis Mathes player for $99.99 (which sold out within hours).
Update: some forum members who have been to their local Wal-Marts to check this offer are reporting that there is no price drop and that actually the price has increased. Many others have found the new price. So it seems a matter of some stores applying the price change faster than others.